Get Google Traffic (People Using Google) to Your Website
Summary: For most businesses, the majority of website visitors are people searching on Google, so design your site to get as much Google traffic as possible.
“Are we there yet?”
— Donkey, Shrek 2
Recently I drove around an outdoor mall in Florida looking for the Best Buy I knew was there and took some wrong turns. I saw signs pointing toward stores, but none mentioned Best Buy. It took 10 minutes of driving to find it and I’m pretty good with directions.
Like that Best Buy, your business website needs good signs — signs pointing web traffic from Google to your website. Marketers call these signs “SEO Keywords” but most business folks we’ve met don’t understand much about them. Articles about SEO tend to be complex and crammed with jargon (SERPs, UX, Machine Learning, etc.). And it’s a shame because for most businesses, the majority of website visitors are people searching on Google, looking for information or something to buy.
Getting More Google Traffic
So what should you do? (Besides running Google ads — another topic.)
1. When you design your web pages, research and choose the right words and phrases — and by “right” I mean words and phrases your customers search for on Google. Then build those phrases into your site. Design and code these phrases into your menu navigation, page titles, headlines, product categories, images, etc.
2. To find these “right” words and phrases, research what your target market searches for most often on Google, and then see what your competitors are ignoring. When you find phrases customers use and your competitors ignore, you’ll be in a sweet spot. All things being equal, folks searching Google will find you first.
3. Design and code your web pages so Google understands what each web page is about. That means choosing a phrase you’ve researched on Google and making it “primary” on that one page only. To make it primary, code it into your page’s URL, header, copy, images. Then write it in the page’s title and description — often called SEO title and meta description. (Those are what people on Google will see when your page is listed).
You’ll need other things too (Like a site that’s fast, secure, and works well on mobile phones, Google ads, social media, etc.). But having good signs pointing from Google to you is the best place to start.