For any business, being able to describe what you do is the very first part of your marketing activity. Any brochure, business card or advert that you create will summarise what you can offer people. Simple, job done. Or is it?
Be it brochure, business card or advert you control the message and all you need to worry about is putting that message into the right publication or the hands of the right person.
But the internet doesn’t work like that, the all-powerful search engines are tools that users can query as they choose. Describing yourself in this scenario needs to become a more rounded, user-centric exercise which takes into account different perceptions.
Let’s take an example. Suppose your business is accountancy and your brand is John’s Accountancy Services. If someone searches for “accountancy services” then you stand a reasonable chance of being found. But what if they search for “local accountant” or “book-keeping” or “payroll services”?
Optimising your website for search engines begins with keyword analysis. There are lots of tools you can use to help, Google have Google Trends to help guide analysis on popular search terms. The Google Adwords platform also has tools to help optimise your descriptive keywords.
Your location and any other distinguishing features of your business need the same thought. It can be a long task, but the value can’t be over-stated. It also doesn’t mean you can then just cram your website copy with every possible keyword permutation, search engine algorithms are smart enough to spot this and penalise your site for it. It also puts off your website visitors! But putting this information in the hands of a skilled SEO copywriter will mean your website content reflects all of these possible terms while still retaining a logical, informative and engaging flow for customers.
Even then it’s not a one-off job, successful websites use analytics to understand the keywords that are being used to find them, spot the gaps and then revise content accordingly.
If you’d like to know more about how your website could be optimised then contact us, we’d be happy to take a look and offer some suggestions for improvement that will give you an advantage over your competitors.