When people use the Internet to find out more about a subject, product or service they normally go to a search engine such as Infoseek, AOL, or Yahoo and type in a keyword phrase that applies to what they’re looking for. They browse through the first few results to see if their phrase is bringing up the type of sites they’re looking for. If so, they continue to scan until they find a description that appeals to them. If not, they will try another keyword phrase. Those users who are more Internet savvy will sometimes go to a different search engine to look for results if the one they have chosen does not produce what they’re looking for.
This is obviously very straightforward. The important points to note, however, are: 1.) Users normally type in a “keyword phrase” not simply a keyword. 2.) People browsing the Net use a wide variety of search terms to look for one type of site. 3.) Even though people often have their favorite search engine, many users will go from one search engine to another to find the type of results they’re looking for. 4.) Your Web Site’s position and the description of your site that shows up on the results screen have a huge relationship not only to the amount of traffic you get to your site, but as importantly, the quality of traffic.
In search engine promotion, targeting the proper phrases is the single most important factor in getting your site found and getting qualified public to your site. If the keyword phrases you choose are too broad, your public won’t be able to find you, lost among thousands of other (probably irrelevant) sites. If they are too specific, few if any people will search for them. You want the right niche words that people do search for but that pertain specifically to what your site has to offer. This will get you the highly targeted traffic of which web site owners and promoters dream. If you are selling real estate in Pacoima, California. Being listed at the top of any search engine in “real estate” or “houses” will do you no good whatsoever, even if tens of thousands of people search that phrase per month. Far more effective would be, “pacoima real estate” or “homes in Pacoima ca”. Although these terms may be searched for one tenth or one twentieth as frequently, the public who get to your site will be looking for exactly what you have to offer. Thus they will be far easier to turn into paying clients or customers. And that is ultimately the name of the game.
The easiest way to choose the phrases that pertain to your site is to ask yourself, “What would I type in to look for a site like mine?” or better yet, “What would a potential customer type in to find it?” You will find there are normally dozens of phrases that apply. The more phrases, the better since everyone thinks a little differently.
Although people usually have one search engine they feel comfortable with and like to use, these people will sometimes go from search engine to search engine until they find one that seems to work for their current search need. Also, different people have different favorites. Therefore it’s important to get in as many of the major (and minor) search engines as possible. Why neglect even one sale?
It is commonly understood that to get a significant amount of traffic to your site you need to be listed in the top three pages of the search results. If they have to go further than this to find what they’re looking for, most users will simply change the keyword phrase or the search engine they’re using. So ranking in these first three pages is important.
The description of your site must be appealing and must accurately reflect what your site has to offer. This is all a part of getting qualified traffic.
It’s far more productive to get a smaller amount of highly qualified traffic than it is to get hundreds of clicks to your site just to have them leave immediately because you were not what they were looking for.
So, the rules for getting quality traffic to your site include:
- Promote niche keyword phrases not simply keywords.
- Get you site promoted and listed in as many of these phrases as possible.
- Get your site listed in as many search engines as possible. Don’t limit yourself.
- Make your description both appealing and true. Get that qualified traffic.