Unless we know exactly what we are looking for before we set out, our initial search will be a broad brush. Before we arrive at Dr. X's Quickie Gallbladder Clinic in our town, our search may start with “burping after eating”. What this means is you have to think like your potential client. In the book Made to Stick, authors Chip and Dan Heath refer to the 'curse of knowledge'. We assume our potential clients know a great deal about us and our business and often approach our communication in that way. Before a bride finds the couturier gown of her dreams, she may be merely searching “pink chiffon”. “Burping after eating” and “pink chiffon” are keyword phrases.
Meta tags are descriptors incorporated into the code of your website and include your business name and description. Keywords - words relevent to your business like gallbladder, doctor, surgery should also be listed in the code of your website, but keyword phrases can continue to build breadth in your site to cast a wider net and increase traffic. Keyword phrases can be rated for optimum draw and blog posts or pages including these phrases add to the interest and information aspect of your site – ultimately attracting traffic and increasing rank.
The Store with a Thousand Doors
Our metaphor of a storefront is a misnomer in that a website has as many doors as there are pages. You never know which door a potential customer might wander in. Adding pages or posts regularly to your website not only captures the search engine 'bot' (short for algorithm assessor or robot) but adds to the many ways a client might find you.
Your keyword phrases and topics must be consistent with your industry to be most valued by the search algorithm but their diversity can bring in potential clients long before they are ready to buy your product. You can establish a relationship for future business by helping clients with present queries. A wedding gown designer might blog about seasonal fabric choices for consumer clients or about European style trends for the retail distributer in order to capture the broadest market. The more help you can offer your potential clients, the more likely they will turn to you when purchasing. It takes seven contacts to establish trust. How many questions can you answer?