The importance of
optimising your website for Google
Choosing a Designer :
93% of people use a search engine to search for a product or service. 90% of
people in the UK use Google as their search engine of choice and 92% of them
don’t look past the first page of results and 98% don't look past page 2 !
So the importance of your website appearing on Google page one search
results for at least some of your keywords is clear - it is vital.
When people search for websites using Google the words they type into the
search box are ‘keywords’ or contain ‘keywords’. Your website should be
built around a set of keywords that are relevant to people who are searching
for your product or service. So if you sell ‘plantronics headsets’ this
should be one of your keywords, your site should be optimised for this
keyword so that when people are searching for ‘plantronics headsets’ yours
is one of the websites that appear on the first page of the Google results.
There are other keywords you could add such as ‘headset solutions’,
‘telephone headsets’ or ’cordless headsets’ which could all be typed into
Google by people looking for your product. These should all form part of
your ‘keyword set’.
A keyword such as just ’headsets’ would also seem to be very good since a
lot of people could type that into the Google search box. But from your
point of view this raises two problems :-
1. They could be people searching for headsets for their hi-fi at home or
personal computer when your business sells telephone headsets to call
centres. This is one reason why you should ’narrow’ your keyword so as to
aim at your specific market to maybe ’call centre headsets’
2. You would be competing against everybody else in the country (or the
world!) who is also trying to get their website onto page one for the
keyword ‘headsets’ - so having ‘longer’ two and three word keywords will
give you a more realistic chance of achieving a page one result for their
website.
What you have to remember on all this is that there may be many thousands of
people in the UK searching for ‘headsets’ but you need to target just your
market area which may be ‘telephone headsets’, ‘plantronics headsets’,
’wireless headsets’, or ‘call centre headsets’. These people will probably
narrow their search anyway for these keywords as that is what they want so
although fewer people may be searching for these ‘longer’ keywords, they
will be of a much higher quality to you as prospects.
It is not really websites that are optimised for keywords, it is web pages.
Your home page is probably by far the most important but optimising
individual web pages within your site can help get them listed in the search
results as well. Pages within your site can also be optimised for more
specific keywords relating to what that particular page is about.