Getting found on Google, Yahoo and Bing in today’s search market is more a product of human-craft than techno-craft. The more you craft your language for visitor consumption the better. Trying to use complicated formulas, expensive SEO subscriptions, or elaborate link building tools has lost favor of the small business operator and the search engines alike.
Pull out a blank sheet of paper and write a detailed answer to this question: Who is your ideal customer?
The most common answer I receive when consulting my clients is “concerned people seeking to get more for their investment.” My favorite answer is “everyone.”
Neither answer is sufficient to create visitor optimized content that will rank. Why? Because there are only ten first page organic spots available and over 27 million businesses competing for internet visibility in America (2007 US Census).
Getting found means narrowing your topic focus to a small sub-segment of your client base. In days past, creating a business website was an expensive and complicated process; but today small businesses can build free websites that are business professional and search engine effective with no limits on size. Without the size limits of the past, a small business owner can divide and capture more traffic and increase visitor to client conversions in the process.
Improve Your Search Rankings By Doing The Math
I may have just lost half my audience by suggesting a math equation, but bear with me for a moment–this math is easy. I’ll use the Portland Metro area for this example. Wikipedia said there are 2.2 million people living in the metro area. The US Census said population is divided roughly in half men to women. Last number, the US Census said roughly 17% of the population is under the age of 18.
If your target market is adult women in the Portland Metro then we can assume there is approximately 924 thousand potential customers.
Most small businesses are only capable of serving a few hundred customers per year (for our example let’s go big and say our business can serve 1,000 clients per year). 1000 divided by 924,000 = .001. That means our example business only needs 1/10th of 1% of the potential market to be successful.
Be Specific and Succeed in Organic Search Results
What type of adult women? Married women over 40 who like to garden is a much easier market to identify. Now we can create a highly targeted web page or business blog article content that uses language that resonates with the intended audience. We can also use keywords that are specific to that particular hobby or identify with problems that specific type of woman is likely to struggle with.
Moral of the lesson: education based business marketing works only if you understand the specifics of your intended audience.
A business blog allows you to create search engine rich content you can share on social media sites and bring new traffic to your company website.
Need help getting your business blog up and running? Click or call me today for free advise or an affordable custom built solution.
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