This is a term you’ve likely heard thrown around a lot, but the question is, do you understand how it affects your business? Also known as SEO, this is what helps people find your company online when they’re using search engines like Google, Bing or Yahoo!.
It’s nearly impossible to give you a “simple” explanation of how search engines work. They’re very complicated tools, using things like algorithms, spiders and indexes. I won’t go into the technical aspect of SEO, but you should know this: In order for a page on your site to be listed in response to a user search, words in that query must match words in the search engine’s copy of that page. In other words, if you want to be found on the web, you need to have the right words in place on your website in the form of keywords, alt tags and title tags. This allows search engines to spot you and rank you in search results.
So, how can you benefit from knowing this? Take Firespring Analytics, for example. Having a tool like this allows you to update keywords, alt tags and title tags on your website right from your Springboard. This can help you greatly when it comes to being found on search engines.
The key is to use the right words. And the best place to find those words is directly from your customers.
When your customers place their orders, listen to how they request products and services. Identify what words they use. By listening to them, you’ll pick up their language and be able to use it to your advantage in SEO. For example, your customers are probably asking for flyers, door hangers, postcards, menus, letterhead and banners. Most of them are not going to request things like a four-color press, digital press, digital printing and other industry terms that typically only insiders use.
To help you get a good list of these words from your customers and prospects, place a notepad by your phone. Each time someone calls to either place an order or ask a question, write down the words that come up during the conversation. You’ll soon see a pattern and learn which terms your customers are using.
In addition, you should also use your Analytics report. This report allows you to see the most popular words and phrases that online visitors use to find your site. It’ll also tell you what search engine they’re using, which pages they look at, how long they spend on your website and much more.
As more and more of the population moves into the online world, you need to be prepared to serve them. Don’t let the people looking for printing online pass you by—they’ll just end up going to one of your competitors. Take the time to add keywords to your website so that you can capitalize on the increased traffic. There are customers looking online for the services your provide. Make sure they can find you.