In our last issue we discussed technology shifts and their effect on audience actions—most searches for goods and services now begin online. In this issue, learn how the right keywords can attract more visitors to your website.

Searchers to visitors to customers, where to begin
Start with matching what you offer with what people are looking for. Sounds simple, yes? But is it clear why someone should choose you? First define your position in your market.

Now, who should care? Who’s your best potential contact? Get clear with our audience definition worksheet. Once you know who to reach you’re ready to plan the keywords to entice the right people to your website.

Tool #1: Keywords that match your position
When someone Googles a specific phrase that matches what you offer, you want to show up. Choose a mix of searched keywords that align with your position and market. 

Find words and phrases (long-tail keywords) that are not ranked as highly competitive using Google’s free Keyword tool. Experiment with options. Then build those terms into your page titles, headlines and content. (Max two keywords per page)

Tool #2: Pages that support keywords
Keywords should be “baked in” to your web page content from the beginning. Write pages to be reader-friendly and weave in those important keywords. This is where your work on positioning and audience definition will make a difference.

Not sure how you measure up?
Rate your current online brand with our Website Effectiveness Scorecard. You’ll quickly see which areas need extra attention.

In the next issue, we’ll cover tactics 3: Blogging and 4: Social media to build your online brand. Email us or call 503.883.4433 and we can tell you more.

P. S. Read more about inbound marketing and how it can reduce the cost of acquiring leads while capturing visitors who convert to business.