Whether you are selling baby products online or a business software for small companies – chances are you want a larger number of relevant people visiting your website. We are all trying to work on that very challenge every day!
While there are a number of things you can do within online marketing, having your site show up on Google is probably going to have a scalable impact on your business. This is because people are searching for what you are offering! And the whole world is searching in one place – Google. This is the best kind of traffic – inbound .
Here are the first few steps to engage in this ongoing battle of Search Engine Optimization (SEO):
What would you enter in Google if you were looking for your own product? If the first basic answer is “Silver Jewelry,” – begin by searching for those words. Make a note of which sites come up on the 1 st page for “Silver Jewelry.”
Create an Adwords account, if you don’t already have one (adwords.google.com). Sign into the account, click on the ‘Tools & Analysis’ tab and ‘Keyword Tool.’ Type in ‘Silver Jewelry’ and select the country/location if your product or site is city or country specific (you can also search for ‘Buy Silver Jewelry Online’ and ‘Silver Jewelry in New York.’) This will show you how many people in your market are searching for your offering.
Once you have a good list of words and phrases (long-tail words), and you know all the relevant traffic numbers (people searching for them) – you need to have your site rank in Google for these words. Sometimes it will be easier to rank for lower traffic words because of less competition for them. It is important not to ignore these. You need a plan to rank for the high traffic words as well as some specific, low traffic words.
How do you rank? There are SEO experts with years of experience who are still learning how to woo Google. Essentially, let’s focus on three basic things (beyond which you will need help):
1. Site Content : The text on your website including the Title Tag (see image below), Headers, Sub-Headers, Text Density in descriptions – all need to have relevant context to the keywords you want to rank for. See the example below:
Additionally, the more relevant pages that the site has (blogs, videos, testimonials, product description pages) – the more it will be associated with those keywords.
2. Inbound Links: When your site is mentioned on other sites (with the hyperlink to your site), it is called an ‘inbound link.’ This helps your rank within Google as well. When your site is mentioned on another one, which has a high standing (Page Rank and traffic) with Google – this helps even further.
3. Competitors are the best teachers: A larger competitor that is showing up quite high on some of the relevant words is a good source of learning from you. Goto blekko.com and type in “competitorsitename.com /SEO.” This will give you a detailed report of the competitors efforts in ranking high, including all the inbound links their site, which is a good list for you to post information about your site/product as well.
There is a lot more to SEO and it is ever changing with many dos and don’ts. But it helps to have a basic handle on it, and most importantly, gives you a gradual target on which you need to keep working. It is like working at the gym – you can’t go for three months and leave it. You are in it for the long run, and if you spend enough time building genuine, original content and earning inlinks – you will see the returns! Write to me at firstname.lastname@example.org to discuss success stories or problems!