We talk at length about how important social media can be for a small business. We talk about it so much that sometimes I worry that we talk about it too much. While there are certainly opportunities to capture new leads and gain exposure, small business owners can’t get caught up in what’s simply shiny. We still have to focus on the technical stuff that has been proven to produce traffic and conversions. And that means focusing on search engine optimization and using keywords effectively.
While I was traveling last week, I stumbled across an important article in InformationWeek that talked about how search terms mean big business for SMBs. The article cautioned that by focusing too much on branded terms and ignoring generic keywords, SMBs may lose out ‘on a significant amount of online traffic’. Because it is these generic terms that most people search for.
According to the article, users aren’t searching for ‘Round Table pizza’ or ‘Nike running shoes’. They’re simply searching for ‘pizza’ and ‘running shoes’. With more and more marketers shifting money online, it’s important that they allocate money to the right areas. If you haven’t taken time to tune up your keywords and tighten their placement into your site, then now’s a very good time to do that. Otherwise, you’re missing out on huge search opportunities, the ones rooted in the basics of online marketing.
I’ve written before about how to pick winning keywords. The tools outlined in that article still stand and provide excellent resources for business owners looking to understand what terms will bring the most traffic to their sites. But that’s only the first step.
Once you KNOW the terms, WHERE do you plug them in? How do you know you’re getting the most out of those keywords?
Title Tag: The Title tag is one of the most important places to put your keywords. It appears as the top line of your search results and acts as the title of the page once a user clicks through. Users want to click on the page that most resembles what they searched for, so if they’re looking for a page about [Los Angeles Chiropractors] and your Title Tag mentions Los Angeles chiropractors, they’re going to take that as a good indication that you’re relevant to them. And then they’re going to click through. This is just one of the many reasons why your Title tag should contain the most important terms for your page.