(Note: click the picture for a larger version)
I’ve been asked by clients before – can you tell who’s searching online? Can you tell if Procurement Managers for industrial manufacturers are searching for your products? Can you tell that warehouse managers are searching for your products?
No, not really.
There’s no tool that tells you WHO is searching.
But you can infer who’s searching by how they search..
You can see from the graphic above that people also search using different strategies – or using different perspectives. I’m sure you’ve tried this when searching for things yourself.
Do they include modifiers in their searches (like corporate, small business, commercial)? Are they looking for a wholesaler, indicating that they are a reseller or want to buy in bulk?
One of the most important ways to rank in the search engines (Google, Bing, Yahoo) is to specifically create content for pages on your website that use the phrases that your ideal customers use in the search engines.
How to use Keyword Research to plan targeted content
- You can use the Google Keyword Tool for this
- Think: What is my ideal customer looking for? What do they ask?
- Plug in a couple of short phrases that represent how your ideal customer may search.
- See what Google spits out in terms of related searches and search volumes. Select the phrases that look interesting by checking the box next to those phrases.
- Try again – plug in a couple of other possible phrases and see what Google come up with. Select the interesting phrases.
- You can then download all of the phrases that you selected at one time for future reference.
- Pick the phrases that have high search volume, give you some clues that those searches may be coming from your potential customer, and that are specific enough to what your company offers.
- Using the more interesting phrases, develop website or blog content targeting the customer profile you’re trying to attract.
- Use basic SEO (focusing on this phrase) to increase the likelihood of Google (or Bing/Yahoo picking it up), including things like Page Titles, Picture Names and Alt Tags, Headers and Internal Linking (see the SEO Boot Camp or SEO for WordPress for more on this).
- Share the content in social media, with your mailing list (if appropriate) or with groups or forums who may be interested (again, if appropriate).
To Wrap Up
Getting in the head of your ideal customer, seeing how they actually search and turning that knowledge into targeted content is the first step to basic SEO.
Are you willing to give it a try?
What questions do you have?
Let me know in the comments.