Every good business owner knows that the key to a successful business is having a plan.
A business plan is essential because it helps you know where you’re going and where you hope to be. It also lets you keep track of your mistakes and see how you perform along the way.
The online element of your business should be just the same.
Getting started on the web
As we discussed in a previous article, the key to success online is good quality Search Engine Optimised (SEO) content.
Well written content will generate search traffic, bring visitors to your website and convert them into customers.
But what do you write about?
First, SEO content needs to be relevant. Although search engines favour fresh, regularly-written content it must be on topics connected with your business activities.
Creating irrelevant content is a waste of time and resources. For example, if you were an accountant writing lots of website articles about kitchen utensils you’d get plenty of visitors – but they’d be more interested in slotted spoons than self-assessment tax returns.
So, keep to relevant topics. That way the search engine bots that crawl your site have a much clearer idea what it’s about – and that’ll influence your positions in the search engine results pages (SERPs).
Where to begin?
Before you even start planning, you need to consider where you’re going to get customers from.
That’s where SEO keyword research comes in.
SEO keyword research is similar to the market research you’d carry out in the offline world. The idea is to learn who your customers are, what they’re looking for and how they find it.
The majority of people find the products and services they buy by typing a phrase or term into a search engine – it’s known as a keyword term.
A keyword is usually relevant to your business and each one will attract a certain amount of search traffic per month. The number 1 spot on the first page of Google gets the majority of that traffic – so that is the holy grail you want to be aiming for.
You can get a rough idea of the volume of traffic you might expect by entering your main keyword terms (e.g. products/services) into Google’s Keyword Tool.
Once your searches terms begin to attract visitors, those people become potential customers – and this is the single most important reason for writing good SEO content for your website.
Turning traffic into sales
Research will show you how many searches (and thus potential traffic) your keyword phrases could generate. This will give you an idea of the amount of business you could get.
Turning your traffic into paying customers is what the writing on your website is there for. Written content needs to grab your visitors’ attention and interest, and then it needss to convince them to act (usually by buying your products or services, signing up for
a newsletter or simply entering their contact details – giving you a sales lead).
After all there’s no point in having a website if people only take one look at it before heading off to buy from your competitors.
So, don’t make that mistake. Get your SEO content written professionally, and make sure it’s written by a copywriter who provides you with writing that really sells. Ours do – so get in touch one of them today.