In our introductory blog post we said we’d write more short articles to help business owners understand how to make commercial websites successful. This next topic is vital for getting to the top of Google searches, but only the ones that matter to you.
This is a very important point.
You need to find out what people are searching for that’s relevant to your business. For example, if you’re a glazier in Tameside, there’s no point you being top of the list when people type in “vets in London” or anything else irrelevant.
What are your customers typing?
You’d want to be top of the list when people type in “glaziers in Tameside”, right? Well, not necessarily. How many people, particularly when they’re searching from a phone in a hurry, because their broken window is letting the wind and rain in, will think to use the word ‘glazier’?
Aren’t they more likely to type in “broken window”, or “fix my window”? They probably won’t even think to type “Tameside”, but luckily phones are pretty good at telling Google where they are so that will help.
So the first step is to find out what people are searching on that will lead them to you. You might find out that people are typing in any or all of the following:
- glass repairs
- glass repair Manchester
- 24 hour glass repair
- window replacement in Stalybridge
- glass mending near me
… and so on. Once you know the most common things that people are typing in that are relevant to your business, you can start to target them.
For example, TRB Web makes and maintains websites for small business customers in Tameside and further afield. So we would want to attract people who type in “web design in Tameside” or “great small business websites”.
This research – called keyword analysis – is a very important part of working out what you do next and a good search engine optimisation (SEO) operator is required. You could spend hundreds, if not thousands of pounds on SEO without any results if it’s not sending the right people to you.
Once you’ve nailed keyword analysis you can apply the chosen keyword phrases to all the different forms of SEO that drive people to your website instead of your competitors’. There are three main categories:
- On-page SEO – things that you can do to your own website that Google will see
- Off-page SEO – things you can do on other people’s websites that link back to you
- Pay Per Click (PPC) – using Google’s Adwords to advertise at the top of Google.
Of course there are other sub-categories within these three and we’ll go through all of this step-by-step in future articles.
If you have any questions about this, or any other aspect of tuning a website so that it brings you great leads, feel free to get in touch, we’d love to hear from you.