In order to have a successful online business, you need to let people know about your product or service by driving them to your website. And how do you drive traffic to your site? Through the use of the right keywords.
Why do keywords matter?
Well, for starters, despite how unique your business is there are probably hundreds, if not thousands of similar companies offering the same products or services online. Your prospects will need to navigate through a lot of information in order to get to your site. The right keywords act as guideposts so potential customers can land on your page.
How do you choose the right keywords?
The best way to drive traffic to your site is to use buyer keywords, so named because these are specific phrases that buyers use when they are ready to make a purchase. Buyer keywords are also known as long tailed keywords because these are more detailed than the ones buyers use if they are just researching a product.
For example, a person is thinking of buying a laptop. At first, he or she will do general research using keywords like “best laptops” or “reviews of best laptops.” People who use this kind of keywords are not yet in a buying mode since they don’t know exactly what they want yet. They just want to know what’s out there. Of course, some of these people can be persuaded to buy if they find something that they really like but normally, conversions for this type of keywords are low.
After doing some initial search, the person may decide that they want to get a 2-in-1 laptop or one that can be converted into a tablet as opposed to a traditional laptop. He or she could then use the keywords “best 2-in-1 laptops” or “reviews of best 2-in-1 laptops.”
When he or she finds the exact model and brand of 2-in-1 laptop that they want, he or she could type in “where to buy ABC laptop” or “ABC laptop promos.” At this point, the customer is ready to make a purchase.
Your job is to find the right combination of keywords, which you need to include in your article or blog posts, tags, links, titles, and so on to help buyers land on your site or your product page.
Buyer keywords come in other forms. One of these involves the use of words or phrases that signal a solution to a person’s problem. For instance, you sell shampoos that encourage hair growth. Your buyer keywords can include “how to have fuller hair” and “prevent hair loss.”
If you’re already using keywords that are not generating enough traffic, it may be time to review them. Don’t be afraid to experiment to see what works so you can increase your conversions.