One of the most successful actions you can take for your online business is to know your online target market. It can make the difference between getting online trade or not, well in any decent quantities that is. So how do you find out this information? How do you know who is looking for your product or service?

Keyword research!

By doing keyword research you can find out what people are looking for in your market, how many people are searching for it and what they are typing in to try to find it online.

Part of Keyword research is finding out what keywords or keyword phrases people are using to find something online.

Just to clarify, Keywords are the words people are typing into the search engines e.g “Teddy bear repairs” . In this example to find someone that provides a teddy bear repair service. Or “internet marketing service Edinburgh” to try to find a company that provides internet marketing in the Edinburgh area. It is just how people are searching for something in particular online.

How can knowing this help your online business?

By knowing what people are looking for in your market, how many people are searching for it and what they are typing in to try to find it online enables you to use this data to help get that traffic to your site and to get your site seen by those people searching for what you provide.

The bottom line is if you have no idea how people are searching for your products or service how could you optimise you site to help your site get found for any relevant searches??

I’m sure you can already see the benefit in this but let me just point out just a few ways you as an online business owner could use this data:

• If you know there are quite a lot of searches for something that you sell then you could use that info to help drive traffic to you site for this product/ service. For example if you provide teddy bear repairs and after doing some keyword research you know that there are a lot of searches for teddy bear repairs then you could write a few articles about this subject and post them onto your site and or to article directories making sure you include the keyword in your Title and occasionally in your article. As articles are a way of getting more traffic to your site and if you have a page, post or article about teddy bear repairs on your site then that will help your site get found for this search term by the search engines.

• You could make a video of you doing a teddy bear repair, showing before after and all the care you took etc and post it onto some video portals like youtube (including “teddy bear repairs” in your title) and mention your website address in it and you can even post it onto your site.

• You could make a short report on something this market would be interested in like “how to take good care of your old bear”

• You can incorporate your keywords into your Google Adwords campaigns knowing that your targeting the right market using the correct terms

• You could put images/ photos up of all the before and afters of each bear you repair and tell what you done and how you kept it looking authentic, if they like their own bear then they will probably enjoy looking at images of other bears that have been beautifully restored to their former beauty. This will help keep people on your site once they get there instead of just seeing that you provide teddy bear repairs then either leaving your site or calling you. You want people stay on your site so provide them with something that will interest them and this way there is a good chance they will come back again for more. Giving you more time to build a relationship, promote your service to them so increasing your chance of a sale. They may even pass on your site to other people they know with similar interest.

There are many creative ways you can use this info to get these people searching for your products and services to come to your store and have a look around. If you know what the keywords that they are looking for you can by optimising your site and site content for these keywords help your site get found by the correctly targeted online market.

A word of warning though; don’t assume you know what keywords or keyword phrases people will be tying in to search for something online and then go and produce article, video, blog post on this. Just because you would search for it one way doesn’t mean that that’s what other people do or that what’s most commonly used. You will want to know what they do actually search for and how. You might find 3 variations that all have high searches and you can optimise for them all or you might find that a phase you had never thought of using has 5x more searches than any other variations. E.g “teddy repairs” might get 5000 searches, “teddy bear repairs” 1000 and “fix my teddy bear” 500 and “toy bear repairs” 257.

Do the research then optimise you site for what you find.

They are many ways your business can harness this valuable data, this article shares just the start.

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