Every business that has a website wants to move to Page One of a Google search. The climb to the top can be a long and difficult road because there is so much competition within search keywords. This struggle for placement can be pictured by imagining a beloved black lab who has given miraculous birth to 12 adorable puppies. They are all beautiful. They are all loveable. However, there is only room at the table for so many hungry mouths. Mom just can’t feed everyone all at one time. You can see the tiny creatures crawling over each other trying to get at the evening meal. There are only so many slots on Page One of Google. You really have to be top dog to have a permanent place in the top 10.
This does not mean you give up your struggle anymore that the hungry pups give up their quest for an equal share of the meal. You need to be wise with your strategy and learn to be patient. It will take time.
If you have a website that your customers know, when they search for www.yourcompany.com, your company will normally be the first choice at the top of the page. However, if Your Company sells angora sweaters and that it what is typed into the search box, it is possible for you to see as many as ten full pages of choices to click on for angora sweaters. If Your Company is on page one or even page two, there is a good chance the prospective buyer will click on your site.
Let’s discuss Google for a minute. Google is not the only search engine out in cyberspace. Since it is considered the original information source, Google has become synonymous with looking for Internet data. If you ask an associate a question, sometimes they will tell you to look at “Google.” What they are telling you in shorthand speech is look it up on the Internet. When a superior asks for a copy of a document, he or she doesn’t ask you to get them a “photocopy” of the original document; they ask you to get them a Xerox. It doesn’t matter that your copier is made by Panasonic or HP; to the boss it is a Xerox. This is the brand that was an original.
The same principal applies to facial tissue, even if you are not a baby boomer. You are in the car with your friends and you sneeze. You ask if anyone has a Kleenex. Yes, Kleenex is still around but there are dozens of other brands available as well. It was the original.
Even though there are other search engines besides Google, their principals are much the same. Yes, you can pay to have your company at the top of the list when a person searches for a few specific keywords. Again, there are only so many places at the top of the page – and just as important, just so many companies with enough money to pay the fee. So you must strategize and make your plan. Learn as much as you can about the ins and outs of proper keywords and copy.
Even the most dedicated experts in the field will tell you that there is no perfect potion that will make your site magically appear on Page One. However, the best chance you can give your company is to make sure you have very strong website content. You cannot be everything to everyone. By trying to cram too many keywords and phrases into your site, you will dilute its potency. Decide on two or three main goals, services, products or phrases you want optimized and stick with them. Be sure that your content is relevant and not filled with a lot of fluff that is meaningless. If you do not have anything important to say about a particular product or service, either do not say it at all, or maybe incorporate it with other services you offer in bullet points.
Whatever you decide that your major keyword is, you want to use it naturally in the headline, within the first paragraph, and easily used throughout the content on that one page. Do not force it. If it does not flow properly, search engines will pick up on this and you will be penalized.
Another feature to keep in mind is that if you have a multi-page website, you want to optimize each page individually. Select the keywords and phrases for each page separately. For instance, you have a company that processes credit cards for payment. Your Home Page should concentrate on credit card processing – not all the ancillary services you offer. You may offer free credit card equipment, secure check acceptance, recurring payments and debit cards. You may even proclaim you have the lowest rates in the industry. All this is fine, but you do not want to put it within the copy on your home page. You can have tabs across the top where the potential business owner can click on a particular service of interest.
There is another benefit of optimizing each page. If you have four pages plus your home page, your company will be listed in the categories (for example) of credit card processing, free credit card equipment, secure check acceptance and recurring payments. You have extra chances of being seen even if you are not on Page One.
If you are unsure as to whether your target phrase or keywords are the right combination to draw attention, go to several search engines and use the phrase to see what kind of results you get. You do want to insure that you are using the most popular words.
Your head is now beginning to spin and you are having a difficult time concentrating on what to do next. You are a roofing contractor not a writer. You do not have time for this. How very true. That is why there are experts in this field waiting to help you, just as you help your customers. If you feel that professional assistance is too expensive, you may be completely surprised. Having a professional help with optimizing your website may be the best marketing dollars you will ever spend for your company.