Suppose you paid thousands to have a professionally branded website designed from scratch. What’s the one element that can make or break your sales? The words! Yes, you’ve heard it before - your message to the customer means everything.
Oh, you already know that? Well, that’s terrific. And now let me tell you something you probably didn’t know. Remember the part where your designer asked you if you wanted “search engine optimization” - and you said no thanks, because your bank account had just been drained?
THAT is where you went astray, and lost out on myriad opportunities to get your brand and message in front of all those clamoring, salivating prospects. And that’s what’s REALLY keeping you and the people who want to buy your stuff from ever crossing paths.
I can’t tell you how many websites I’ve seen (created by so-called “experts,” I might add) - where the keywords used on the homepage are completely off base. I’m not sure if it’s because the web designer really didn’t have a clue, or because “SEO was put on hold until further notice” - and “further notice” still hasn’t happened?
I’m actually beginning to feel contempt for the term “SEO” - simply because “optimization” implies that this is an extra - and optional- feature. It’s not like opting for the moon roof and the CD player with your new car. Those things are extras - luxuries - that enhance your experience as a driver. But, choosing to forgo the moon roof and CD player will in no way impact the driving performance of your car. As far as your website, choosing to NOT optimize your pages will dramatically impact the sales performance of your site. And if you’ve launched a business website, then that’s the whole purpose in having one in the first place.
Let me tell you what NOT to do with your keywords if you want to attract “hot” (or at least warm) prospects on the web. Let’s say, that for all intents and purposes, you’re a marketing coach. Your name is Barbara Beck, and you hail from New York. You write, speak and consult on how to communicate more effectively in business and marketing.
Take a look at the below list of keywords. If you’re Coach Barbara and your meta keywords in the top header of your website look something like this, it will HURT, NOT HELP, your chances of attracting customers who are ready to buy:
coach, marketing, business, New York, Barbara Beck, creative, customer service, communication, author, speaker, success
The above list of keywords, even though they may describe you and what you do, will NEVER get you instant customers who have been searching for a marketing coach or communications consultant. Why? Because they’re too generic, and because it’s all about what happens between the commas. These keywords do not reflect the manner in which people hunt for information online.
Some suggestions for better keywords, which of course would require some additional research, narrowing down and refining:
marketing coach NY, marketing coach New York, NY marketing coach, NY communications expert, Barbara Beck Marketing Coach.
For individualized assistance on which keywords to include in your website copywriting, contact dina@wordfeeder.com.
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