Website optimisation is a fascinating field. Most of the gurus will tell you to look at code and build links…lots of links. And, true, that is important. But if you really want to be found on Google you should be trying to answer questions and provide solutions.
The biggest mistake most companies make when optimising their sites for search engines is poor keyword selection. They tend to optimise for themselves; company name, products and services. This is fine if the person searching knows exactly what they want or who you are already, but in most cases they don’t….they’re usually looking for an answer or solution.
Think about what you type into Google when you’re searching for something; quite often it starts with a question like “how do I…” or “best place for…” etc. Your potential customers are often doing the same thing. In fact, these sort of questions make up an amazingly high number of searches.
Yes, you need to make sure your business name, your products and your services are easily found in search, but that should be the starting point. The next phase of optimisation should be focused on providing solutions and answering questions related to your industry. At the end of the day this is marketing 101; the solution is really what you are selling.
We have been through this whole process ourselves with NLYZR, our search engine optimisation system. We initially optimised the associated websites for the name and industry terms, but phase two was around addressing the questions the average person asks when they jump on Google to find out about optimisation.
The truth is they might not have even heard of the term “search engine optimisation” at this stage, so we needed to look at what they were actually asking. Things like “how to be found on the first page of Google“, or even more basic terms like “how to be on top of Google“. Then its important to build a page and content addressing the question.
This approach delivers totally different traffic and conversion results to your standard company focused optimisation.
Smart marketers learn what their potential customers are looking for, the questions they are asking and then try to provide solutions to those questions. By posting as many helpful solutions as possible on their websites they build a portfolio of valuable pages that can generate a considerable amount of motivated traffic.