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Optimize for Your Customer Before Search Engines
This is true: content is king. Content is what will bring your customers, fans, buyers to your site and you know that optimization is a way to get them there. We’ve been taught to use keywords and phrases in our content and that’s good. However, key words that are not relevant to your real topic is not so good. This will cause searchers to click on your website and right back off again without buying your stuff.
So when you think about optimization, think about it from the point of integrity and honesty; make sure you have what you tell them you have.
If you sell clothes for children under the age of thirteen you will make that evident in your content. However, you also know that teenagers are a big market because they are buying for themselves and their parents are buying for them. You would like to capture a bit of that traffic so you sprinkle your content with key words which insinuate that you have clothes for kids of all ages, including teen-agers when that’s not what you offer. People may find your site, but then what will you offer them when they get there? Maybe a disappointing experience.
A more profitable way to use SEO is to focus your message so that it hits the bull’s eye. Not only do you write about children’s clothes, mention the popular brands that you carry, the sizes that you specialize in and any unique service that a mom may be searching for prior to launching out on her shopping spree. If you have a special “best deals” or “bargain” section write about that; customers love bargains.
Search Engine Optimization is a part of your customer experience and needs to be in alignment with the rest of your marketing and customer service efforts. Write for your customer first and the search engines next. Use Google’s free keyword search tool to test out your words and phrases and to see what people are searching for in your market or industry. You can master the SEO task by staying aligned with your overall purpose, mission and customer in mind. Consider the time you spend on SEO to be the same as the time you spend merchandising your store or preparing your offering. They both have a great impact and SEO is the first step in the buying process because you are helping customers find you in order to have an experience with you.
If you use SEO properly you can make your customers happy before they arrive!
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