Keyword Placement: You've Built It, Why Aren't They Coming?

You know your product. You know why it's the best solution on the market. What you can't understand is why your beautiful new Web site isn't getting the word out.

Simply putting up a Web site trumpeting your new product or service is like opening a store on the moon: no one's going to drop by uninvited. Registering with search engines can bring you traffic, but making sure you get the right visitors is up to you.

One of our clients, Schleuniger, Inc., sells a product called a stripping machine. They indicated that they would like to target 'wire strippers' as one of their keywords, but we quickly realized that the term would be problematic. As it turns out, the vast majority of Web surfers searching for the keyword 'strippers' are not looking for a tool to remove insulation from wires. Go figure.

But as amusing as this sounds, on the Web, bad traffic costs money. Every misdirected visitor that arrives at your site costs you bandwidth and leaves them with a negative impression of your company. To prevent misguided visitors, companies must ignore how they perceive themselves. Instead they must concentrate on how their potential customers think of them.

It isn't difficult for a company to create a list of keywords they feel relate to their business. The trick is to find the list of keywords that potential customers type in when looking for that company online. The difference between "Product Development Process" and "Product Development Lifecycle" might be the difference between a hundred visitors and ten thousand visitors.

Identifying and targeting the keywords and key phrases that users search for allows you to properly optimize your Web site, allowing customers to quickly find the information they need. And it drives more qualified traffic to your site. After all, it's much easier to learn the language your customers are using than to try to change it.

PixelMEDIA can find the keywords people are searching for today and have you registered with the search engines tomorrow. Contact us and find out how we can help your Web site.