Assess Current Keywords; Yours and Your Competition’s
The first step in building a better website is to select the right keywords that not only resonate with your audience but are also what your prospects search for when they’re looking for your product or service. To select keywords, start with your current website analytics package and find out what keywords are already being used to find your site.
Next, take a look at your competition’s website. Which keywords do they use to attract traffic? Make note of those keywords, because if your competition is getting more traffic than you are, you’ll need to figure out how to use them on your own site.
Make Use of Available Tools
When you’re selecting keywords, also use a tool like Google Keyword Tool that will suggest the most-searched keywords in your space, as well as what the competition is for each keyword. You’ll want to know how likely it is that common keywords will drive traffic, as well as knowing how many other sites are using that same keyword, so you can get an idea of what the keyword density should be.
Don’t Forget Long-Tail Keywords
As part of your strategy for a better website, also look closely at long-tail keywords. Long-tail keywords often indicate that the prospect is more serious about buying. For example, someone casually browsing for tools might input “drill” into a search box. However, someone very interested in buying a particular tool may input “Ryobi 18V ONE+ hammer drill.”
Once you research your keywords and decide on the density, you’ve taken the first step to building a better website that will increase traffic, find qualified leads, and increase sales.