By Kate Morrison, The Internet Marketing Center
After all, over 90% of people looking for something online start by typing keywords into a search engine like Google. And if the words they type match the ones on your web pages, YOUR site will show up in the results for those terms.
There’s no question that including keywords on your site will get you visitors…
… but using the right words in the right places will get you SALES!
Follow these three steps to turn your site into a keyword workhorse that brings you the people who want what YOU have!
Step 1: Get specific
The highest-converting keywords accurately describe what you sell — and they won’t necessarily be the ones that bring you the most traffic!
Let’s say you sell farm tractors. You include the general keyword “farming” on your homepage because farmers use tractors.
But people searching for “farming” could be looking for an endless number of things that have nothing to do with farm tractors! They could be searching for farm equipment, farm loans, or even information on fish farming!
For obvious reasons, “farm tractor” is a much better general term for your homepage… then you can get even more specific on your other pages.
Step 2: Put it in context
OK. So you’ve narrowed down your keywords so they describe exactly what you’re selling… Now it’s time to make sure you’ve put the right words on the right pages.
Forget your homepage for a minute. Make sure visitors who are searching for something specific go to a page where they find what they’re looking for… with no distractions. Create “landing pages” that focus on one set of related keywords.
You see, the search engines don’t just look for repeated keywords on a page when trying to decide what it’s all about. They also look at the context of the words around them!
In other words, does each keyword appear on a page with relevant content?
You don’t want to feature the keyword “John Deere compact farm tractor” on a page that sells only bulldozers.
The search engines can also understand synonyms (other ways of saying the same thing). So don’t forget to include variations of your keyword as well.
For example, “small tractors for plowing” on a page optimized for the keyword “compact farm tractor” is totally acceptable — and will help catch people using those other search terms.
And most importantly, your visitors will be able to see at a glance that they’ve come to the right place to buy their next compact farm tractor.
Step 3: Be strategic
Now that you you’ve chosen the right words for the right pages, make sure you put them where the search engines expect to find them.
The search engines will look at a number of places first when trying to decide what your page is all about.
- Title tag — This is the title of your site that usually appears in the actual search engine results. Search engine spiders often look at the title tag first to understand what your site is about. That makes the title tag one of the best ways to appeal to both potential visitors and search engines at the same time.
- Headline and subhead — By including your main keywords in your headline and subheads, and wrapping them in <h> tags, you’ll be tipping off the search engines that the site’s content reflects what’s in the heads and subheads , which is an SEO plus. At the same time, by displaying your best keywords in the headline and subhead, your visitors will see that they have come to the right place the second they land on your page… and be more likely to stick around.
- Salescopy — Because the search engines “crawl” your site looking for information about how to categorize your site, and also check to see how relevant your copy is, you want to make sure you include your keywords in the sites copy. But don’t get carried away! Search engines can tell when you’re cramming your site full of words JUST to get better rankings, and will penalize you for it, and you want to be sure your site actually makes sense to your visitors.
Once you’ve put these three steps into action, you should start to see a serious boost in your conversions across the board… including those all-important sales!