Your computer home based business probably has more in common with a physical brick and mortar business than you think.
It’s often said that the three most important things to consider when finding a physical location for a business are location, location, and location.
That’s because location is important to help you get found.
In the online marketing world it’s keyword, keyword, and keyword.
You need to choose the keywords for your website carefully. Keyword research is paramount for your success.
When you are looking for a location for a physical business there’s a lot to consider. First of all you need footfall. You want lots of traffic past or hopefully right through your premises.
With an Online Business You Want Keywords that Generate Traffic.
With a physical location you want to know as much as possible about that footfall before you sign a lease.
Who are the people frequenting the area? Who lives nearby? Who stops for lunch and so on.
The volume of footfall and more importantly the type people who make up the footfall of an area will be a big factor in how successful your business will be.
With an online business you want to know as much as possible about your potential customers before you commit to your keywords.
Picking the wrong keywords can get you on the first page for a term nobody would ever search or the last page of the most obvious keyword.
Back in the physical world there’s no point setting up a nightclub right in the middle of an industrial park no matter how much footfall there is and there’s no point opening an up market spa in a town full of students.
The same applies to your on-line business.
Think of Google as Real Estate and your Keyword Terms as Locations
In order to get found you want to rank high on Google for a specific and relevant keyword term. Yes relevant.
There’s no point ranking high for kite fishing if you’re trying to sell bowling balls.
Checking out Your Potential Keyword Competition
You also want to know a little about who is using that search term and why. You will want to check out the activity online associated with each of your keywords.
An easy way to do this is to search your keyword phrase on Google and investigate the different types of results you get.
Check out what Google displays in video, forums, shopping and websites even images.
You’ll want to look into the websites that are ranking for the keyword you consider targeting
- Check out their websites and businesses, sign up to their mailing lists.
- Who are they?
- Do they have a community?
- Are they active in their fields?
- How well are they related to what you have to offer?
When you look into a keyword for website pay particular attention to any discussion topics. You can use this to get an idea about who the sites are targeting successfully. Are these very high authority sites?
In the real world you might think twice before opening a western boot store next to an established discount western boot barn on Main Street. You need to find a nice quiet side street and take all of that business.
It’s exactly the same with keywords. It is much easier and often more profitable to rank higher for a less obvious keyword or keyword phrase.
Are You In It To Win It?
Remember your goal is to make money and you won’t do that if you use keywords with well established high authority competition.
You need keywords that the big guys who spend all their time defending their first page rank either haven’t noticed or just don’t care about.
It’s tempting to go for the big keywords but concentrate on what your added value is. What makes your online site special and worth visiting? No matter how small your innovation, there just might be a long tail keyword you can dominate. You can take that first page location, location, location.
I might never get to the first page of Google with ‘cowboy boots’ but I just might take top spot with ‘pointy toe exotic cowboy boots’. A word of caution though, it must be relevant. The keyword must describe what it is you are promoting. There’s no point drawing traffic if you can’t deliver.
Consider also the hidden opportunities in the search results. Are there any holes on page one of Google? Is there any video? If not get cracking marketing with video
Lastly, you need to make a decision. Every keyword you decide to go after will take active promotion. You will need to invest in your keywords for search engines to notice them.
Check the strength of competition and make your decision.
As with any physical business you will also want to consider whether or not you want to be right next door to a giant by using the same keyword or somewhere else by using a less obvious but better targeted keyword.