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This is absolutely not a complete website strategy, but here are three easy things that will become a solid base for the growth of your website.

Step One – Compose a Set of Key Terms Focused on Benefits Your Visitors Want

Assume the visitors to your website do not care about you, your company, your awesome website, or how good your products and services are. The key thing they care about is what’s in it for them. Does your website speak aboutthe benefits that visitors will receive from doing business with you? If it does, great, but that’s not all, there is still work to be done. You need to communicate in the same language that visitors to your website use. No, I am not talking about Spanish, French, or English—I mean use the phrases that your visitors use when they are looking for solutions to their problems. Stop using industry terms, most people won’t understand what you mean, and that can lead to a frustrated user. A frustrated user is one that is quick to use the “back” button on their browser–the one click we definitely don’t want.

Take some time and put on your customer hat and come up with a list of keyword phrases that they might use to search for solutions to their problems.

Step Two – Check and See How Often Your Keywords are Searched For Each Month

The great thing about the internet is that almost everything is trackable, including the number of times people search using the keywords you came up with .

For example, we were working with an organization who were ecstatic about the high rank they received for a particular keyword.  We did some investigating and found they were indeed ranking in the top three on Google for that keyword.

We kept digging and found that although they ranked highly for that particular keyword, its search volume was very low. We also found out they ranked 18 on Google for the plural version of that same keyword, and the plural form of the keyword had a search volume of more than 12,000 times each month.

It’s incredible that simply using the plural form of the keyword can make such a huge difference.  The great thing is everyone has access to this information–and it won’t cost you anything! Search for the Google Keyword Tool, and you will find a very helpful tool that can give you some great general information in terms of the search activity of your chosen keywords.

Step Three – Determine Your Customers Intent to Buy Based on The Keywords They Use

Just because you find your keywords are searched for frequently on a consistent basis doesn’t mean they are the right words.  There is a tool that will give you general information about the likelihood of a user to make a purchase based on the keywords they are using.

The MSN Commercial Intent tool is a handy little freebie that can give you an idea if keyword terms are more likely to end up as conversions (sales). You should already have a good list of relevant keywords, now type them into the commercial intent tool, and it will give you a percentage that measures how likely that person is to purchase something when they use a specific keyword term.

Optimizing a website for the sole reason of driving traffic, can be frustrating. You can gain tons of traffic to a website, but actually , the desired outcome of your web marketing is not only to gain an increase in visits to your site —the main focus should be getting customers to your site who are ready to order your product and/or services.

Conclusion

If you take the time and effort required to think like your customers, understand what they are looking for, and recognize when they are ready to buy, then you can use this intelligence to give them exactly what they are looking for.