Mistake 1: Overlooking Keywords on Your Website
Knowing what keywords to use and how to use them is crucial to which (and how many) people see your website. If researched correctly, keywords can be a great way for you to attract serious buyers to your store.
However, there are two types of keywords you need to be aware of:
Organic Keywords
Organic keywords exist throughout your site, and produce free traffic to your website. For many stores, the keywords that they rank for organically can often be directly correlated with the content on their website (text describing product, articles, etc.). Further, creating content (articles and blogs) can be a great way to “finish first” on the page when your prospects search for these organic keywords. When deciding what keywords to use, ask yourself two questions:
- Is this page relevant to the keyword? Does the word fit logically into the page, or are you just trying to squeeze it in (Hint: Don’t do this!)?
- Is this page relevant to the way consumers search for this keyword? Example: The word translation receives multiple million searches a month. Although it may be relevant to a site creating a blog on the “Navajo Code Talkers”, this would be a terrible keyword to try to rank for. Why? Because most people searching “translation” simply want to translate the menu at their favorite restaurant, not read a blog post.
Google Ad Keywords
Google Ad Keywords are a little more complicated. Not only do you have to choose keywords, but you also have to choose how specific of a match you want your company to show up for. Here are the two questions you should be asking.
- What Keyword? Pick words that are relevant to your company, has a high engagement rate when searched, and allow your company to be at the top of the search for a low cost.
- How specific does my keyword need to be? Example: If you want to promote area rugs, simply creating a “broad match” for area rugs may not be the best idea. This will cause your company to show up in any searches relevant to area rugs. This may sound great in practice; however, a large amount of searches about area rugs are from people looking to get their rugs cleaned, not looking to buy a new one. If this isn’t a service your store offers, you may want to be a bit more specific by engaging with people searching for area rugs for sale.
In conclusion, keywords can make or break your store's website because they help you outrank your competitors and appear at the top of searches That is why it is extremely important to DO THE WORK when it comes to research keywords and content creation.
And if you need some help with your keywords, contact us at GoDGtal—our team not only knows digital marketing, but are owners of a multigenerational, local flooring store where we’ve successfully used digital marketing!