Thursday, December 12, 2013

Your Keywords Vs What Customers Look For Online

"Everyone says keywords on Google don't count any more, but I think they do." Said someone on a group I'm in this week.

They went on to give an explanation of how they had been comparing their site to that of others in their industry.

What was useful to me in this encounter was to see unfold the process that this person was gong through to work out how to make these key words work for him on his website but missing some basic understanding of how online search works in a practical way.

That is to say - what we think are our keywords to be using on our website, need to also match with the key words and phrases that someone searching for what we do in the location that we service, would use when they search.

Now it may be that the words that we think are so important and good - are not understood by others or don't connect with them in any way that might matter.

For example. Say you are an artist with a particular style of work. You are looking for work doing this commercially and want people to find you.

Now you might think that the name of your style of work is the critical factor. In reality, this is only the case if the person searching the internet knows that this is a style and already know that this is what they want.

In many cases, we start searching on the internet with only a vague idea what we are looking for and we are hoping to find ideas that will be a fit for what we want to do but we may not know exactly what it is that will be just the thing that we want. This is especially so in cases where your product is a small niche.  If it is small, you will be doubly challenged to get in front of your target audience and you will need to go where they are in some numbers.

Fine targeting of key category is fine - but what else can you do?

Get helpful.

Many people who could use what you do don't know.
If you want to make your products or service available to more people, help them identify themselves as a potential customer for you.

Give them a clue to finding you.


If your art specialty is related to custom images of people for example, think - where might this be fun for people to have you there?

I can think of a few off the top of my head.

Corporate clients and events
Retirement parties
Christmas parties
Birthday parties
Weddings, Showers and Engagement Parties
Fetes and markets

Now it may be that your art is just the thing that would make the event something special and allow for some great keepsakes for those attending. It's up to you to plant that seed or you will wait forever for them to think of it themselves.

I use the example of the artist but this applies no matter what niche you are working.

Do some research. Get some help from someone who is not in love with your favourite keywords and phrases.  Understand that making online work for you is not just about technical issues and what Google is doing. It is developing your insight into how your prospective customers think. If they think of what you do as being something other than you do - they are still right. And our real challenge is the same online or offline - that is -  learning to think like a customer.

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