The three main phases of having success with a website are:
1. Make your site functional and easy to navigate (i.e. make sure people can easily find what they’re looking for).
2. Make your site purty, as we discussed in last week’s post.
3. Make sure you’re being found where you want to be found and, most importantly, where you should be found.
For this week’s post, we’re addressing number three with regard to your business. That’s why your expertise is not required. Okay, your expertise is really needed for creating informative content for your website and your blog.
However, your expertise can sometimes be a hindrance when deciding what keyword searches you want to show up in.
When determining keywords for use on the back end of your website as well as within your content, step back for a moment and consider what the average person might type in the Google search box to find you. Sounds simple, but it can be more challenging than you think when you’re intimately involved with the day-to-day operations of the business.
Sometimes our own knowledge and expertise makes it difficult to look at our business from an outsider/layman’s point of view. By all means, assemble a list of keywords for your website with your SEO team based on your own knowledge, but also take the time to ask people who are not intimately involved with your day-to-day what words they would use to search for your business online.
You’ll be glad you did. Sometimes you’ll find that you were right on with your chosen keywords. Sometimes, though, you find a word or words that you hadn’t thought of, simply because these keywords are chosen based on someone else’s impression of your business and not your own impression.
Your site is functional and it’s purty. Now, just make sure you put the same effort into getting found online…and keywords are a great place to start:)