your web site target a particular market? Is it geographic or demographic?
Male or female, young or old? Business or consumer?
your niche market via search engines can be a very efficient and effective way
of pinpointing your visitors with the most potential to buy your products and
services. With a little planning, you can determine exactly who visits your
site and who doesn’t. How? Well, by using search terms throughout your site
that are geared specifically towards your own niche markets. We’re going to
show you how to do it right now.
a minute to write down the specific markets your products and services are
aimed at. Now drill down even further. Do you service only one country, State
or city? Are you mainly targeting men in their twenties? Parents? Low-income
give you an example, let’s take a fictional florist located in Miami,
Florida who specializes in wedding bouquets. Their target markets would be
something like this:
women in their early to late
people living in Miami and
brides-to-be living in Miami and
couples (especially around
are probably more potential markets than this, but let’s stop there. Ok, now
that you have narrowed down your target market/s, try to get inside their
heads. If you were a single parent/ frequent traveler/ retiree, what would YOU
type in to the search engines to find the goods and services offered on your
writing down these search terms as they come to mind. Using our florist
example again, relevant search terms could include:
start adding qualifying terms that will help define your market even more
closely, ensuring the chosen terms are extremely relevant to your geographic
region, or specific product / service offering. Unless our fictional Miami
florist sends flowers outside the State, they wouldn’t want to attract any
web site visitors from outside Florida right? Perhaps not even outside Miami.
Also, if somebody searches the web looking for advice on growing roses, our
florist wouldn’t want them visiting either, agreed? Adding qualifying terms
reduces the likelihood of these visitors. For example, let’s add the
following terms to our original list:
[send] flowers [Florida]
[send] roses [Miami]
[wedding] bouquets [Miami]
Valentine’s Day [gifts Florida]
[Florida] wedding flowers
[send] gifts [Miami]
how a few selective terms narrows down the searches considerably? Visitors
that arrive at the site after typing in such specific search terms are already
highly qualified to buy from the site. This increases the visitor/sale
conversion rate while reducing the “click away” rate considerably.
now you know your niche markets and you’ve narrowed down your target search
terms to reach these markets. What next? Well, now you scatter these search
terms throughout your web pages, in a logical way so as not to interrupt the
flow of writing. Then you replace keywords in your existing META keyword tag
with your new target terms and use the most important ones within your META
description and title tag too. If you’re not confident enough to do this
yourself, give the terms to your web designer or a SEO and ask them to do it.
when the search engines index your site, they’ll find it more relevant for
these target searches and (hopefully!) rank you highly for these new terms.
The result: effective targeting of your online niche market, less “click
aways” and more real customers.
The above article may be
re-published as long as the content remains unchanged and the following
paragraph is included at the end of the article, including the URL links:
Article by Kalena Jordan, one of the first search engine optimization experts in Australia and New Zealand, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business Web Rank, Kalena manages Search Engine College, an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects.
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