Business Goals, Keywords, and Your Website

TieksYou already know that your business website should accomplish certain very specific things on the way to meeting your business goals. This post looks at a few examples of how that works.

It’s a rare enterprise that is not concerned with money-making. If the mission of your biz is social, political, educational, or the like then you’re probably a non-profit. We can deal with that in another post. But for now, let’s assume we are all pretty much in it for the bucks.

Unfortunately, many small businesses stop there in their website planning. They are looking for more income, plain and simple. So they direct a site developer to build pages with the aim of making money. However, since all aspects of their business are involved in this same objective, it’s not easy to decide which part of available content is the best hook for a website home page or landing page.

The web is organized around relevance. Search engines match queries to destinations that most closely answer the query someone types into a search bar. That’s why keywords really are the building blocks of your website.

What search terms do you most directly answer? Your response to that question is critical, and if you have a confident response, you’re halfway to internet success.

I never heard of Tieks, for example, until their online signal became strong enough. The keywords that show in the source of their homepage are precisely, “shoes, flats.” The home page description is, “Comfortable, designer ballet flats you can fit in your purse and wear all day, every day.” Pretty straightforward and easy to grasp. Certainly appealing to a wide slice of the market.

I notice that Tesla, the famous electric car, uses eponymous keywords: “tesla,tesla motors,telsa,roadster,roadster sport,model s,electric vehicle,electric vehicles,ev,evs,Motors,model x.”  Their meta description is “Tesla designs and manufactures electric vehicles including the Roadster, Model S, and Model X. Tesla's goal is to produce increasingly affordable electric cars to mainstream buyers.”

Tesla, in other words, relies on its own brand name, first and foremost. Tieks is flat shoes, but Tesla is tesla. What’s the difference? Well, which approach would work for your business: one that presents you as purveyor of a universal need or one that shows you more as the star of a popular trend?

Or check out Ikea, the interior furnishings retailer, whose keywords are, “IKEA,Home furnishings, kitchens, appliances, sofas, beds, mattresses,” i.e., again, they put their brand in front. Compare that to my favorite cracker producer, Mary’s Gone Crackers, which offers a long list of keywords: “organic, wheat free, gluten free, dairy free, cookies, crackers, snacks, pretzels, sticks, twigs, chocolate chip, glycemic index, celiac disease, diabetes, whole grains, seeds, caraway, chipotle, ginger snaps, noatmeal, oatmeal, raisin, chia, millet, rice, sesame.” The brand name is nowhere in the mix.

Tieks are expensive luxury items. So are Teslas. Tieks must compete with millions of other shoe brands; Tesla is a pioneer in its industry.

Ikea represents an aesthetic. Mary’s Gone Crackers represents a different kind of taste.

Can you be this specific about your business offering? Business goals will be met to the extent that you’re willing and able to define your product’s benefits and state them in a very few choice keywords. It takes courage to be that direct. How close can you come to it?

About Mary Ruth

Mary H. Ruth is a virtual assistant, online marketing manager, copywriter and editor, and certified inbound marketing specialist. She has over 30 years' experience in administration and marketing in both non-profit and business sectors, having earned a degree in English Literature from the University of North Carolina at Chapel Hill in 1975. Now living in Gainesville, Florida, she's been working online since late 2007.
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