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Are You Married To Your Search Terms?



The Richardson Copywriter is the Leaping Walls newsletter I’ve named after a name I’ve been known for all over the DFW metroplex for years. It came about during the early years of SEO – search engine optimization – and even though SEO has changed meaning several times over, the name has served me well.

Marketing your business online.Primarily, it has what I call ‘Long Legs’. That means there is a certain ‘depth marker’, if you will, in the choice of words and their use, that will keep ‘The Richardson Copywriter’ strong during algorithm changes.

Think about it like an oil platform at sea. The waves are never the same, and some are pretty stormy and violent, but the legs are secure in the depth of the ocean so they can resist destruction. Did you know that a business website can get knocked so far back in the search results that they NEVER get shown to anyone looking? Sometimes, if we don’t know we’re making bad choices, we can even get a Google penalty that requires that we ask them to give us permission to show it again!!

I don’t want to get all technical, but there are over 200 factors that Google uses to decide where a link shows up on a page of search results. To keep their results to you as relevant as possible, they continue to refine how they decide what’s important. It’s robotic. There are certain triggers in your word and link use that encourage your links to be viewed and indexed, and you want to do everything in your power to be in the top 5 results that turn up for anyone who might be looking for you, right?

Maybe not. ‘Anyone who’s looking for you’ is really too broad. If that’s been your approach, it might be why your site is getting found for those terms, but you have trouble converting the resulting visitors into sales.

Don’t get married to your search terms!! Be open to changing your terms when you learn better ways to get your site found by your ideal customer – not anyone – but your ideal customer.

A Dentist Needs Local Terms.Here are some tips if you might be dealing with this issue:

  • Use a location word in your title, site title, url and language. DON’T go overboard on your page text, but make sure you’re getting known for your location. Make a point of referring to that name in your audience building efforts and conversations so that people connect your location to your company name when they look for your products and services online.
  • Use a concise descriptive word in your title, site title, url when possible, and language. Same idea. For me, I started out as a local copywriter. I needed businesses to know I wrote their marketing language online and offline. The term ‘copywriter’ helped the right people find me.

For you, think about what terms people really use to find plumber, contractor, HVAC, hair salon, auto, etc. If you can refine it further, do so, and be precise. EX: heat, organic hair products, BMW, engineering contractor, plumbing leak repair, computer networking. These urls can be defined when you set up your category and page navigation on your WordPress website. If you struggle with these suggestions, hang on, I talk about it all the time on my Twitter, Facebook, and Google+ updates, so get connected with me on social media, too.

I also teach classes and hold webinars on WordPress Instruction, so get with me if you need more help. As a Richardson Copywriter subscriber, you’ll hear all about it first!

Those are just a few of the things I’ve done to stay in front of my online audience, but The Richardson Copywriter is about much more than that.

I look forward to getting to know you and learning how I can best serve you and the rest of our community with information that makes you MONEY! When you’re successful, we’re all successful. It take money to make things happen, and it takes community to get things DONE.

Please leave me your comments or questions below. Anything you’d add to the conversation?

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