Lesson on more clicks, and keeping your users on your website!
Clicks don’t come to you, just like the old saying… “Create
opportunities, don’t wait for them, they may not come!” It is extremely
important to run an online analysis of keywords that relate to your business,
brand, product offerings, skills, top talent, and any other related categories
that you think would be pertinent to your web presence. Try to understand, as a
business owner, it is important to think like a consumer sometimes. Take a step
back and ask yourself, “If I was searching for my product, what would I type in
to the search bar in order to find it?”
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| Survey : List of Keyword |
Make a list of the top keywords that you
can think of. Conduct surveys, ask your top customers to give you their insight
on what they searched in order to find you in the past. Ask strangers what they
would think to type in to the search bar. They key is to seek the attention of
your target audience, when conducting your survey and overall research, GO ASK
YOUR TARGET AUDIENCE.
Targeting:
If your demographic is working women, ages 35-55, living in the New York Metro Area, who do
their shopping around mid-night online…make sure to research by targeting
questions to these key prospects. Once you gain a substantial amount of
information, then conduct an analysis via Google Insights, Analytics, Adwords
or other sources that are not costly. If you have the budget, great, you can
use more expensive tools!
Examples:
Let’ go over some examples. Using the demographic above,
suppose you are an online lingerie company. You have now done all of your
research and you find that most of the women who answered your keyword search
terms agreed they would type things like, “classy lingerie,” “top quality lingerie,”
“sexy lingerie,” and “intimate wear for women.” You should now focus on using
those terms in an online ad campaign which includes Paid Search, Banner Ads,
and video, and target/geographically focus your content to your audience. Watch your click rate go up!
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| Professor : School Article (Match Content) |
Content Management:
The next step is to match your written content with your
graphic and creative content. Always make sure what you are writing about is in
sync with the pictures on your page. Don’t include words about school, college,
and advanced education and have a picture of a group of people smiling. While
it’s nice to see people happy, a picture that shows a school, a blackboard with
a professor writing notes, computer rooms with students, etc., would be much
more advantageous to content matching.
These are important parts of the “Do it yourself” business
owner mind-set. It is truly important to study, take the time to learn, and
understand what you are putting out there for consumers to see. Once they visit
your site, if the overall view is too cluttered, confusing, or convoluted…the
user is most likely going to leave the page – this is known as “bouncing” off.
You want a low bounce rate, which
would indicate your visitors are staying on your site for a decent time period.
I hope this is all starting to make sense for you! Please
post to me if you have any questions! As always, stay tuned!
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