One of the “buzz” words used in Internet-speak is “optimization.” As you can guess, it’s related to optimizing or maximizing something. In this case, we’re referring to what you say on the Internet AND how you say it. Optimization can affect the number of people reaching out and searching the Internet for someone with your experience, product, service or information. In other words, optimization is essential to help people find you on the Internet.
People may look for you using any number of words or terms. Importantly, those looking for you may not search using the same terms you would. You are expert in your business. The words you use to describe your business may be very different from what the public may use, so don’t get hung up on your own buzz words, acronyms only you or your industry understand, phrases only attorneys can appreciate or other blocks to people finding you.
Also, if your customer base is local, be sure to use your city or area high up in the copy so the search engines can pick you out from the rest of the companies. You should also have your webmaster code your web pages to provide localization. If your service area is limited, there is no sense in promoting to people far removed from your community. On the other hand, if you offer regional, national or international services, be sure to mention that up front in your content to move people to you. This is one of any number of differentiators that can make your business stand out.
There are a lot of free websites that will help you discover how people search for companies such as yours. They will rank the words and terms most often used to contact companies that do what you do. Ask your webmaster to point you in the right direction. If you use something like Google Analytics (basic services are free), you can see what words/terms people are actually using to search for you. If you are not using the higher ranked words and terms, you’re missing the boat and making it more difficult to draw people to you.
Your online success is predicated upon a number of factors: search term optimization, site design, ease of navigation, and, importantly, content. In fact, content is the heart and sole of your website. The information you present is what your readers look for and how search engines rank your site. Well-written content is key to your success, especially, your conversion rate.
Use of graphics, flash, animation and other web design elements must be carefully thought out, so that search engines can “read” the information you are presenting. It’s one thing to draw in people to your site with all the appropriate key words crawled over by search engines, but it’s quite another trick to have your readers feel they are receiving value from your information and, therefore, feel confident in buying from you. The content must be original, meaningful, and kept fresh.
An experienced, marketing-savvy webmaster will help you concentrate on that conversion rate while building or redesigning your website, but it will be the content that “sells” it to your prospects. Search engines reward sites with higher rankings when keywords are optimized and content are readable and enhanced on a regular basis. Rather than rewriting your site every other month, use blogs to link back to your site, add customer testimonials, and secure links from other sites. Again, your webmaster can guide you in this and in finding a copywriter skilled in creating appealing content, while optimizing the website copy to keep it from sounding clunky or grammatically challenged.
Optimizing your website vastly improves your chances of success. Let Site Me, Inc. help you tell your story to the world.