Getting traffic is one of the things that any webmaster is constantly occupied with. But what is more important is targeted traffic, because only targeted traffic can give you customers. So how do you get targeted visitors?
What to target?
Before doing anything, you need to define who your target audience is. Depending on your product, those can be quite different people with their own interests, needs and so on. Thus, you need to know what they need to give it to them by means of your product. But how do you know what people need?
Finding what people need and how they get it is the tricky part (sometimes referred to as 'marketing'). For instance, to determine the demand for your product, you can try:
- take part in your industry forums, blogs to see what others say and ask your own questions
- read various research results in your industry
- do keyword research on your main keywords
As blog, forums and research information can not be controled by you much, let's stop at keyword research. When it comes to search, people search for various things, such as:
- name of the product
- name of the company, selling the product
- feature of the product (functionality)
- quality of the product (look, appeal, usefulness)
- situation where the product is used
- a solution for the problem (with the product)
- general terms in the industry (widgets)
- specific terms in the industry (small glowing widgets)
- general terms and geographical location (widgets SmallVille)
- specific terms with location (small glowing widgets SmallVille)
Some search phrases are more targeted than the other. For instance, a product name is the most targeted. Most likely, you get a customer if he searches for your product or company name. As for other search phrases, the chances to convert a search engine visitor depend on how well your product can solve particular needs of your potential customer.
But what the people searching for the above information have in common is that they are actively searching for solutions to solve their needs. That's what type of keywords you need to seek when doing your keyword research.
How to find targeted keywords
Alright, you need to find the very keywords your customers seek when they need a product, similar to yours. How do you even find the words your potential customers use?
- check keyword research tools
- define your main product keywords
- define keywords with your product benefits
- define keywords for solutions with your product
- define your geographical keywords
Defining your target keywords
Keywords that will bring you targeted site traffic should be the ones that are most closely related to your product, be it its features, benefits, problems it can solve, etc. However, the more general keyphrase is, the less likely a visitor will buy from you, as he/she is in the search process.
If the keyphrase that a visitor used to find you is more precise (3-5 keywords), then it is likely that he/she will buy from you, sign up to your newsletter or anything else you want him to do. Here are a couple of things you need to remember to determine keywords that will bring targeted customers:
- keywords should be directly related to the product (name, company, type of product, material, etc)
- keyword phrases should tend to be more specific - 3-5 keywords
- keyword phrases are likely to have such words as 'buy', 'order', 'download', etc.
- have your geographical location (country, state, town, county, village, etc)
The difference of getting targetted traffic from simply using correct keywords is that you use more specific keywords, so that you get customers that are more likely to purchase from you or at least not leave your site right after arrival. The key here is to focus on specific keyword phrases throughout the pages as well.
How to use targeted keywords
Now that you have targeted keywords, you can start writing content, focused a single keyphrase or two keyphrases that have one or two common keywords.
Also, you'd rather place your keywords smartly. Most importantly, the keywords should be in the title tags, body text area, headings and in anchor texts in incoming links.
By focusing your attention to more specific keywords that customers use when wanting to buy a product, you can create resources, aimed to attract highly targeted audience. This will allow you to have pretty good (if not high) conversion rates.
Special attention should be made to still focus on the customers without going overboard with this technique. Creating pages just for the search engines won't get you much. Creating pages for your target audience will.