The new year is often a time to re-tool a business website, this popular website originally published 5/28/2010 provides some valuable tips so here it is again!
Keywords & Sales
I am preparing to give my website a facelift & overhaul so as a result, I have been checking into ways to improve it. Like most businesses I want my potential customers to have an easy way to find me & I want to convert those leads into sales. There are lots of useful strategies that I have discovered & today I thought I'd share one of them. This one involves keywords which as we know are those critical identifiers in the text of your website or blog that help categorize you & help search engines rank your site on their pages. It should be noted that the use of keywords today for this is thought to be not nearly as strong as it used to be but every little bit helps right?
Short Tails Vs Long Ones
Recently I discovered that there are two kind of keywords & which type you choose can makes a big difference. The two categories are short-tailed keywords & long-tailed keywords. The short-tailed ones are brief & very general while long-tailed keywords are longer & much more specific. It has been discovered that while you may get more hits with short-tailed keywords, the hits you get with long-tailed keywords are more likely to be converted into actual sales.
Going From General To Specific
Let me give you an example. Let's say that you are staying with a friend who lives in downtown Chicago but the first night you have to fend for yourself for dinner. You decide to go out for dinner but you have no clue about what's around so you Google restaurants in Chicago. Very brief & very general so tons of options are generated because Chicago is a great place to eat interesting food among other things. Now let's say you want to narrow things down a bit so you check Italian food restaurants in Chicago. You will get fewer hits but still lots of options. If however you use a longer-tailed keyword like Italian restaurants serving Northern Italian cuisine then you really start narrowing the field. Then if you use an even more finely tuned keyword like restaurants serving Northern Italian cuisine near “the loop,” a hub in Chicago, from the searchers perspective you will more likely than not find exactly what you are looking for. However, from the business’s perspective, while they may have attracted fewer viewers to their site, those who come are more likely to become actual customers. The idea is to find the right balance so that your keywords not only attract likely customers but may also broaden the horizons of those potential viewers who may not otherwise have been interested in your services.