Many businesses feel like the success of their website is determined by how their website ranks on Google. This is not necessarily wrong, but it is also not entirely correct. There are thousands of search terms that your customers can search in Google that will send them to your business’s website. Which keywords and phrases are best to incorporate into your SEO and content marketing to rank better? Which will direct the most traffic your way?
Getting Your Website to Rank Better
There are a few things to consider when trying to find the right keywords to have your website rank better on Google or other search engines. The first is to use a keyword planner in order to determine search volume for different keywords in your targeted area. Once you’d learned which keywords people are searching for, you have a good place to begin.
For your site to rank well, you need to help your customers and potential customers understand you are the industry “go to” – or expert – business for questions and solutions. If you are doing this well, the customer or potential customer will trust you to have the right answers. This will bring users back to your website and Google will reward you for it. Ask yourself:
How does my site add value for customers on the pages that discuss those keywords and phrases?
If your website is not providing answers to the questions your customers have, you need to improve and increase your content marketing, building it consistently over time.
Building Trust with Your Customers
What kinds of content should you create to build trust? A good place to start to answer this question is to review the kinds of input you already get from your customers. What are their frequently asked questions? Once you have identified those, you can build content that addresses them around the keywords you need to incorporate in your site’s pages. By offering your potential customers information, advice, or small solutions, you build trust while at the same time attracting those who are a better fit for your company’s products or services. Their interest and willingness to spend time on your website pre-qualifies them, in a sense, as a good customer.
What kinds of questions might you tackle? Here is a sample set:
- What does this service cost? Why is it worth the price?
- How do competitors’ products or services compare?
- Which products best fit the customer’s specific needs?
Answer these honestly. Avoid bashing your competitors and their products, but give your web users useful information so they can find the best solution for their need. The important part is your customers are coming to your website to find that answer, and, by answering it objectively, you’ve built trust.
Once companies could get by with stuffing keywords into their website’s SEO and pages in a fake way and still get traffic from Google. Those days are long gone. Now the best strategy is to consider your customers’ actual questions and needs. By answering those with the information you provide – and using the appropriate keywords – you will rank better on search engines and build a loyal customer base over time.