Selling your products and/or services, whether online or in a brick-and-mortar store, requires content. The content must contain keywords and/or keyphrases for effective searchability. The content must resonate with the people who are reading what you have to say and what you represent. In short, your content must connect with your readers on an emotional level.
Choosing the most effective keywords and/or keyphrases
If you know anything at all about content, you know that keywords and key phrases are important for your business because you need them to allow other people to find you through those words. When a person is searching for what you do or what you produce, you want to be the first person to pop up. If your content is everything that it should be, you will find yourself at the top (or near the top) of the search engine’s pages. Of course, it seems like a very simple process to put the proper keywords/key phrases into your content. However, you may have to do a little research before you have figured out the exact formula that works most effectively for your particular business.
It is important to understand that the keywords and/or keyphrases that you choose will not all be equally effective. Some will be more effective than others. One really easy way to determine which keywords and/or keyphrases are most effective is through whichever analytics tool you choose to use. If you choose to use this approach, you can actually consider your selection of keywords in a rather clinical manner. It is an oversimplification to think that you just choose a keyword or key phrase and hope that it lands on the top of the search engine’s pages. You have much more control over the outcome of your selections than you may think.
Marrying keywords/keyphrases to the wants and needs of your buyers
In order for you to marry the keywords/key phrases to the wants and needs of your buyer, you need to have a really clear understanding of how your buyer thinks and how he or she reacts. Along with that, you should carefully consider how to prioritize your keywords once you have chosen them. One thing that is important is that you will need to give equal attention to each keyword or key phrase. That will take more time than if you didn’t approach it that way; however, it will be well worth the effort. The two basic issues that you will want to determine are:
- Weighing each keyword or key phrase individually.
- Determine if that particular keyword or key phrase is the best choice that you could have made.
It is critical that you understand your clients’ needs when choosing keywords and/or keyphrases for their businesses as well as choosing the most appropriate keywords and/or keyphrases for your business as well. Once you have determined that your word choices are spot on, the next thing that you will need to do is to implement those keywords and/or keyphrases and let them work their magic.
Pay close attention to keyword/keyphrase searches
The fact is that each business has different needs and the chosen keywords/key phrases will reflect those differences. What goes along with that is the content itself. Pay close attention to what the content is saying and how it is expressing the information that is being communicated. Keyword/keyphrase searches can be simple or they can be more advanced, depending on what you need (or what other searchers need) and whether you are satisfied with the results that you achieve.
Consider the keywords/keyphrases carefully
Even though you have done an amazing job of coming up with keywords and conducting your searches based on that, it is really important that you pay attention to the related keywords that Google generates as well. You may derive a great deal of value from those additional keywords/key phrases and you may not have thought of those before. They potentially hold a lot of value for your business as well as for the businesses of your clients.
Allowing your keywords and/or keyphrases to sell your products and/or services is smart business practice. It is important that you remember to set the proper tone for your keywords and/or keyphrases. After all, they are a reflection of you and your business. This approach to keywords should be incorporated into your marketing strategy from the beginning and you can hone it as you go to ensure that it continues to work well for your business. Stick with whatever is working and change whatever is not.
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Also published on Medium.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.