A well-designed website can be a goldmine for a small business. However, too many small businesses have websites that don’t deliver. Why do so many small business websites fail to turn visitors into customers, or even fail to attract visitors at all? The key problem with most websites is that they are not designed with a clear aim in mind. To make the most of your business’s online presence, you need to really know your target market. What are they searching for? What problems do they have that could be solved by your products or services? Answering these questions takes a little work, but the payoff is surely worth it.
Know What Your Target Market Is Searching For
People find their way around the web by using search engines such as Google to search for information. If only you knew what they were searching for, you could use that knowledge to direct them to your website. Did you know that Google has a free keyword research tool, which allows you to check how many people are searching for certain key phrases? All you need to do is visit Google’s Keyword Tool at https://adwords.google.com/select/KeywordToolExternal and type in a search query related to your business. The keyword tool will tell you how many people search for that phrase each month and suggest similar search queries, which may be more popular. You can ask the tool to give you information about searches made from anywhere in the world, or from your home country only, simply by changing the filter settings.
Once you are armed with the knowledge of what people are searching for, you then need to craft your website content with those words and phrases. Search engines deliver web pages that contain text similar to what an internet user types into the search box, so you want to include the most searched-for phrases in your website. However, the Google algorithm is smart enough to know when someone is trying to cheat their way to the top of the search rankings. To convince Google’s search algorithm to rank your website on the first few pages of results, you will need to weave your keywords and key phrases naturally into the text on your webpages.
After you have gained clarity on what your target market’s problems are and what they are searching for. You can then more effectively position our websites to present your services as solutions to their major problems.
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