Increasing the search engine visibility of your small business website has both a content and page structure element to the equation. In other words, both a human and a computer have a side to the equation.
In this post, we’ll show you effective ways of making sure you are using the right phrases and right tools to create website pages that will help you connect best with new customers and new sales leads.
It’s All About Your Customer
Think of your website as a tool for showing off your friendliness, your experience, and your willingness to answer questions as you would in person.
Make sure that your menus are easy to use and the content for your pages matches what your customers are looking for. Be careful not to use terms that are more recognized by your industry than the people seeking your products and services. Terms that will help you connect with customers and drive inquiries are called keyword phrases.
1. Get keywords from your own experience with customers
The best indication of what folks are looking for comes from the folks you’ve already served. Think of the questions, the phone calls, the email inquiries, the service requests, and the sales you’ve made in the past. Think of the language that was used and the problems that were brought to your attention to help you shape the language and the keywords you want to focus on. For instance, you may sell new garage doors but many of your sales opportunities may in fact come from folks looking for garage door repairs. If so, be sure to focus on being found for repair searches on the web as much as new sales.
2. Get keywords from Google’s Keyword research tool
The Google Keyword research tool is an excellent way to find real information on phrases that are used regularly on the web, similar phrases that you may not be thinking of, the volume of those searches, and how much competition each of those phrases present to your business. This research lets you see what actual phrases are getting used in Google every day and which phrases may represent opportunity for you to find new business.
3. Have your site be easy to browse
Make sure your site is not full of fancy programming and big photos that will slow down the loading or limit the usability of the website once it’s found. Flash components, though impressive, cannot be seen by a growing number of mobile website users. Keep that in mind if you want non flash users to use your website. Elements such as Flash can also restrict search engines from seeing pieces of your site.
4. Ensure visibility of your contact info
Though not rocket science, it’s interesting to see how many websites forget to add the basics of where they are located and how to call or email their business. Make sure these elements are front and center in your website template and can be seen quickly by your website visitors.
While the website is being seen and used on a computer, the essence of building an effective website starts with understanding the people you’re targeting and their needs for your products and services. Focusing on the people and not the technology first will help you create more value and more connections with your small business website.