Stop Misunderstanding Website Visitors

Some believe that the best way to get site visitors to act is to appeal to their emotional motivations. This belief is partially true if you’re marketing an impulsive product/service. Triggers can then lead to desired path response. But when a product/service requires conscious consideration, desired path response becomes complicated. To understand these site visitors, a business has to first see the big people picture because it lacks buyer mindset access to engage.

For a business, this means that what it thinks it knows about its customers is wrong. Buyers are not who a business presumes, and they pull the site with different reasons than what a business guesses. So what does this mean in terms of website context? It means that the business’s buyer profiles are incomplete needing the key ingredient, buyer insights. What the ingredient accounts for is:

Inbound Marketing Thru Keyword Meaning

So, now what? You built that website. How well will it convert?  See, it’s not what you have parceled in the website; but instead, what you need all those web pages to convey. Let’s say your website is about your automotive repair services business. Each page needs to convey a sense of value for a visitor, so to captivate. Here is the classic example of keyword query matching, to what a searcher quests, to best-targeted webpage. This begins at the page description tag. Each page should have a unique seasoned unrepeatable description tag just as the page title to complement the content that will be found on the webpage. Being found for keywords is no easy task.  You need to think about it from the logic of your customer. For example, someone types in the search bar, “auto repair near me.”
Sure, you do auto repair; however, what exactly is the searcher trying to find?  Figure (1) illustrates what that keyword phrase means to search engines.

Figure (1)

Where does your automotive repair service business website fit in with what this searcher is after? Moreover, what best page of your website should be optimized for what the searcher is trying to find? Taking the time to confirm keyword meaning to content, is part of search engine optimization (SEO). Figure (2) illustrates further the importance of tightly aligning keywords to webpage content.

Figure (2)

Figure (2) search query meaning would be best suited for what type of page content?  

1. A generic webpage about radiator repairs
2. A webpage about Toyota radiator repairs
3. A webpage about Toyota Corolla radiator repairs

C seems to be the best; but to be certain, you have to dig deeper into the mind of the consumer. Why? Because, the searcher possibly is after:

• A do-it-yourself kit, 
• An online step-by-step manual, 
• Pictures/video, or 
• A place of business to repair a radiator for a Toyota Corolla. 

See, tying keyword meanings to webpage content augments SEO as well as turns web visitors into hot leads and customers. This is what inbound marketing is about. It does not matter if your running campaign(s) is/are:

• Pay per click,
• Email,
• Affiliate referral,
• SEO,
• Social media responsive,
• Blog linking, or
• Wiki expert. 

By unraveling and advantaging keywords to webpage content, you are making sure that visitors and customers land on the best-targeted page for their queries.   Above and beyond is that you are immediately building trust, by effectively saying your business can do what it says it does, while intersecting with what the visitor seeks.