09.30
Many of us may have heard of ‘keyword relativity’ before. For those who have not – it means having keywords throughout your website and metacoding that are ‘relative’ to each other. For a broad example, if you have your website metacoded for ‘new cars’ yet the page text and pictures throughout your site say that you sell only ‘old cars’ – Google will know – and among a TON of other metrics they use in their algorithm, they will want to show the most ‘relevant’ results to their users, so you will most likely not be showing up anywhere near the top.
So say you have this issue fixed, both your metacoding and your web page text and content both reflect the same thing, and you figure out the rest of Google’s metrics and have made it to the top 10 or 20 results for your desired keywords. Now you have to deal with humans.
Imagine you are one of the top 10 on Google for whatever keyword you want. Now imagine the other nine listings. They also have figured out how to get there, and they are obviously your competitors. How do you stack up against them? In reality, you may be running a better, cleaner and more efficient operation than they are any day of the week – but does your website convey this to the user? Look at the other listings around you and see how your site compares to theirs.
Start with the obvious, how does it look, does it look like you are running a more professional operation than some of the others? Next consider how your website flows, can the user quickly understand what is going on and navigate to what they want to? How do your competitors have their site setup and laid out – does it seem easy to you? Can you adjust your site so users dont have to navigate anywhere, so what they are looking for is already on the page with minimal clicks-to-sale ? Do you have a strong call to action on your site urging and motivating your users to contact you right now, right here and so easily anytime?
Search engine optimization and off-site optimization techniques are important in the funneling process from initial search to initial contact.
With Google – anyone can be a player – it is a level playing field – you just have to know how to play the game. But that is just the beginning. Once you have funneled a prospect to your site, if that user is not given content that is relative to what they are looking for, will they let you make that mistake again – or will they go right back to Google and check for a site that does?