Increasing Targeted Traffic:
Understanding and Speaking Your Customer's Language

	Understanding your customer: There must be a fit.

In order to receive highly targeted traffic you must first put on your customer's hat and understand exactly what they would type into a search engine. Relinquish any preconceived notions about your products and services, how you have decided to conquer the market as defined in your mission statement. Search engines are the great equalizer. Empty marketing phrases hold no weight here. People looking for a solution use down-to-earth terminology. Case in point, there are twice as many searches for the more basic "personal organizer" than for more professional sounding "personal information manager".

Truly listen to what your prospects are searching for

So, the first step to success is industry-related keyword research. And don't be afraid of using more basic keywords when targeting your customers if that's what they are using to try to find you. Also avoid the trap of using internal company speak when trying to increase targeted traffic. The company board might prefer to be in the business of "flight tickets" but if "airline tickets" can get you over 5,000% more visitors, we would highly recommend you go with the latter keyword phrase. Thus, the next step is to populate the web site content with these keywords - basically rewriting your website and adding content to your web site from the perspective of your clients.

Fewer focused keywords vs. more general search terms

In performing your keyword research we will also consider where the competition stands and what sets your offer apart from theirs. Does it make more sense to focus on general vs. specific keywords? If you are a phone card manufacturer, will "phone cards" get you better traffic than "calling cards"? If you design web sites, does it make more sense to concentrate on your location with "san jose web design firm" or on your unique selling point, such as "e-commerce web design company"? Do you use one general keyword or multiple clusters of keyword phrases that get you fewer but more qualified clicks?

All these questions are part of the equation that makes up targeted traffic. And, as long as the search engines remain dynamic and your competition isn't asleep, refining your keywords is an ongoing process where we can help you excel and continually increase driving online visitors to your site.

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