The Importance Of Keywords
With the amount of available technical tools for keyword research on the internet today
, many website owners are overlooking a rich source of keywords: their customers. The sophisticated of some keyword tracking tools distracts from the marketer's focus on the target consumers themselves. For example, if your site focuses on selling athletic shoes, then the keywords that are bound to come up in the research tools include "sports shoes", "athletic footwear", and the like.
But when you talk to the customers directly, they are bound to say they are looking for "a size 10 basketball shoes" or "comfortable walking shoes". This gives you a wider option of keyword phrases to choose from. At the same time, you know that the keywords you're targeting are actually being used by the target market.
Some of the specific keywords mentioned may not generate traffic that is that "high". However, since it is specifically targeted, it can increase your conversion rate many times over. Of course, using the conversion you had with your customer should only serve as the foundation. It is very important to use keyword tools to determine its overall relevance in the market.
Getting Your Hands Dirty
If you own a brick-and-mortar store in addition to your ecommerce website, make it a point to spend time in your shop. Converse directly with customers as you assist them in their purchase. Take a note of all important points in the interaction. This strategy will give you an idea of what is happening "on the ground". All important discoveries should be collated and analyzed much further. Customers will inevitably give you some insight about their buying cycle and purchase decisions. Once you have this knowledge, it is much easier to find the right keywords for their behaviour.
On a final note, taking note of the slang and everyday terms that people use is also crucial for your website to reach its maximum potential. Smart marketers know that in certain cases, grammar and even spelling needs to suit the user's interpretation. Being too formal could make you lose sales. The text copy, descriptions, and tags on your site should be written in a friendly voice that encourages interaction.
With the right mixture of customer research, keyword analysis, and friendly copy, you can turn your website into a high-performance machine. It is not that hard to reach that level of success. Start from the ground up by mining new keywords from your customers and you can proceed from there.
by: Pilar Torres Wahlberg
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