Without keywords Google cannot get its wheels turning and people would really struggle to find your website. In this week’s business mastermind group we talked about keywords. Just because you took the time (or paid some expert) to identify the best keywords for your website doesn’t necessarily mean that those keywords are still working or working as well as they should.
With my mastermind friends we talked about how keywords reveal intent – the reason why people land on your site.
I don’t think many of your online prospects and clients actually engage in “screen shopping” (shopping on the internet without the intention of purchasing, known as “window shopping” in the real world). But, probably the majority of your web visitors click to your site or landing page for a reason
So, what are their reasons for visiting your site or blog? Try this exercise…
Try to analyse your traffic statistics asking yourself this question…
Are your traffic keywords vague or specific?
Why is that important?
Because if you carefully study those keywords then you will see that there are at least three categories of people visiting your site:
- those who know exactly what they want
- those who know approximately what they want
- those who are “screen shopping”
Now, just because they are screen shopping doesn’t necessarily mean that they are not ready to buy. Action-oriented copy can turn apathetic visitors into excited buyers! But, that’s a discussion for another time.
For now, I think that it’s a good idea to understand the DIFFERENCE between the various people visiting your site. Once again, STUDY those keywords to really understand why traffic shows up in the first place…
What is the intent behind those keywords?
What problems are your site visitors trying to fix?
Are you giving your site visitors the confidence they need to move forward?
One person is ready to buy the other needs reasons to buy.
Can you see the difference?
So, keywords indicate intent (why people land on your website) and readiness (are they ready to buy). Are they in their ‘research phase’ or ‘buying phase.’
Once again, analyse your traffic data to determine what keywords work, or don’t work, for you.
Don’t stuff your website with ‘good’ keywords! Go deeper…
Try to figure the intent or questions behind those keywords – why are people landing on your website? Are you giving them the information they need to take the next step?
What is the next step?