While it is just one way end-customers can find your sites and learn more about your products and services, keywords should not be underestimated as an effective “findablity” tool. Probably the most important step is to identify your keywords in your content and make sure those keyword are well-placed and find-able starting with the title.
Here’s an example:
Let’s say we have prepared an article on “floor machines” and we have titled our article, “What to Look for When Selecting a Floor Machine.”
Our keywords here are “floor machine,” but putting them at the end of the title may work against us.
Further, if your prospective end-customer is looking for a floor machine, is this the term they would most likely type into Google or the other search engines?
Using Google Adwords, we see the answer is no. If someone is looking for a floor machine, they likely search using the following terms:
- Floor cleaning machine
- Commercial floor cleaning
- Floor cleaner
Aware of this, we might want to change our title to read something like: “Commercial Floor Cleaning…Selecting the Right Machine for You”
Our keyword are the first words of the title, and tailoring the title to be a bit more personal can help as well.
Another consideration is to determine what formats our end-customers are most interested in receiving their content. Should the content be in words? Presented as a video or a slideshow?
Using our example once again, we might find that when cleaning contractors, for instance, go online looking for floor cleaning machines, they prefer to watch videos.
However, if a building manager goes online, their preference might be written content. In this case, you must be clear what your target market is, and using this information, select the proper format to address them