A search engine can read your customer’s mind. A search engine can also read your mind. Yes: Google, Bing, and Yahoo can read minds. How?
Search engines track and save every word and phrase typed into their search bars. That blinking cursor remembers every search session. Think of an internet search as a conversation that goes on inside the head of a potential customer. That customer sits down at their keyboard and types in phrases to describe what they want. Then, Google finds it for them. The intent of the searcher is read by the search engine. Google, Yahoo, and Bing catalogs all those searches into an organized database. The user gets from point A (the search engine) to point B (your website), through the most relevant phrases or terms.
The search engines thus organize and rank all key words and phrases by category, volume, and value. They also track where and when the searches are made. This is not Big Brother or NSA conspiracy theory hype (that’s a different conversation). This is a common sense database search applied to the vast universe of the internet.
It used to be all those thought conversations and phrases were free. Not anymore. You need a Pay Per Click account to better understand your customer’s mind. The account provides a daily report. You then learn the best keywords typed to find your website or a competitor’s website. You have to pay to play so more relevant customers pay you. Also, customers do not ignore PPC ads. In fact, for people ready to buy (phrases with high commercial intent), almost 66% of clicks go to PPC ads.
Do four things:
- Commit to a digital advertising budget.
- Start running PPC ads to direct targeted, relevant traffic to your website.
- Learn from the goldmine of keyword search data your PPC account shows you.
- Create organic content for your website pages and blog based on your PPC search data and trends.
If this seems overwhelming or you don’t have the time, just hire an expert like me to help.
By Stuart Atkins
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