Do you wish you could improve your search engine optimization (SEO) campaigns and rank more highly on Google?
Don’t want to get knee-deep into books, seminars, and keyword research?
If so, we have some good news for you: There is a surprisingly easy (but often overlooked) way to get better at SEO: Pay more attention to your own searches.
A lot of business owners, when confronted with the task of improving their visibility with Google, forget everything they’ve ever learned as a searcher and fall for common errors. But it’s that experience as a search customer that’s so valuable.
To see how it could be a big benefit, choose something to research that’s outside of your own industry (so you won’t be too close to the results to be analytical about what you see) and ask yourself a few questions:
- How do you think of search phrases? In most cases, what you search for won’t be the same kind of keyword you might target as a marketer. In other words, the business people in us want to look for high-traffic, high-volume keywords, but actual searchers who are looking for information and products often use longer, more specific phrases. This exercise should help you think like one of your customers and decide what they might look up to find a company like yours.
- What gets you to click on a listing? The assumption in SEO is that having a high ranking on Google is going to bring you lots of traffic. That’s partly true, but there are other factors that probably draw you to a particular result, such as the domain name or meta description listed. How could you change yours to get more searchers to click on your business website when it shows up on Google’s listings?
- What makes you stay on a page after you’ve clicked from Google? Getting a visitor to your website is great, but having them hang around and get interested in what you have to offer is a lot better. So, as you conduct your own searches, think about what it takes to keep you interested in surfing the site. If you’re like most of us, you’re probably drawn to clear navigation, unique content, and lots of internal links within a website that lead you from one topic to another.
- Were you compelled to take action on what you saw or read? At a certain point in your search, you’ll stop collecting information and decide to take another step (one that may or may not eventually result in a purchase). When that happens, think about what leads you to finally make the move. It’s probably a combination of being ready to move forward, gathering knowledge and finding a business that seems credible and trustworthy. Does your website make visitors feel the same way?
It’s somewhat ironic that we think of websites so much differently as marketers than we do searchers, when the reality is we need both perspectives to succeed. Is your website built to attract visitors, interest them in what you offer, and get them to take action?