Learn SEO By Shopping

When it comes to SEO, most Entrepreneurs’ eyes glaze over and a fog-like state sets in. The most common things I hear is that it is too complicated, there are too many terms and how it works is confusing. Today I hope to clear some of that up.

Pairing the two, SEO and shopping, at first sounds very strange. But in reality the two are actually very similar and when the beast that is Search Engine Optimization is broken down into shopping terms, it makes much more sense!

Let’s start with shopping. So much fun. Imagine that you’re strolling through the mall, laughing with friends, and deciding which store to go into next. More than likely you are going to base that decision off something that you NEED or WANT.

The shopping process may go something like this:

• You are strolling through the mall and you know you need/want new shoes.
• You see the signage for shoe stores.
• You pick the one that looks the most like what you want and walk in the store.
• You scan the store to make sure in fact they sell shoes.
• You walk around to check out the different types of shoes they sell.
• You try some different pairs of shoes on and walk around in them a bit.
• You make a purchase.

Now imagine what would happen if you see signage for a shoe store, you walk in and instead saw handbags. Or imagine you walked in and there were some shoes, but they were way in the back of the store and you had to wade through a bunch of other merchandise to get to them. What would you do? You would leave and move on to the next store.

Search Engine Optimization operates on the same principles. Just like why you go shopping, people are searching online because they have a PROBLEM, they NEED something, or they WANT something. And, when searching online they expect a FAST and EASY solution.

The online search process may go something like this:

• You have a problem, a need or a want and you are searching online for a solution with a search engine.
• You check out the search engine results.
• You pick the one that sounds the most like what you looking for and click on the link.
• You scan the page to make sure it is offering what you’re looking for.
• You scroll down and read some of the content or click some of the links to find out more information.
• You sign up for a download of a free introductory product to try out the product or service.
• You like what the information or product you received and you proceed to make a purchase.

Are you starting to see the similarities yet? The overall process is almost the same. Here are some common SEO terms and a description of how they fit into the processes outlined above:

SEARCH ROBOT: The search engine robots basically are shoppers. They are programmed to cruise the Internet, review Web sites, scan content, check links, etc. They are making sure your site offers what you say it does and they are using a wide array of criteria to determine the value of your site and whether or not they should tell their friends about you.

TITLE TAGS: Each page on your Web site should have a different title tag that is no more than 70 characters long. The content for the title tag is what appears in the very top left-hand corner of your browser window. This is the equivalent of a bricks and mortar storefront sign. This is the first thing the search robot reads. The title tag tells the robot what it is going to find on that page.

URL: Your URL or domain name is the doorway into your store. It is the address of your site and they way the search robot gets into your site to check out your content.

DESCRIPTION TAG: The description meta tag is the results of your initial scan of a store. Just as you scan a store to see what they have inside, the search robot checks your description to make sure it matches the content and kaywords/key phrases on the page.

KEYWORD TAG: They keyword meta tag is where you put your keywords and key phrases. These are the equivalent to the items sold in a store. Remember, this is not the place for you to put in information about you or the names of your products or services. This is the place to put in the keywords and phrases that your target market would use to search for what you offer. They may search using terms associated with their problem, need or want, or they may search using terms associated with the solution or benefits you offer, or they may even search with terms associated with the benefits they will get.

TARGETED CONTENT: Keep the content for your Web site separated into individual pages for each different service or product. Make sure the content on that page is targeted and focused on getting the visitor to take action with regards to that specific product. Each page on your site is like a different department in a department store. Just as you won’t see displays for house wares in women’s clothing, you should mix content for your products and services. Your targeted content should include your keywords and key phrases used in your keyword meta tag as well.

Think of it this way:

• The search robot browses the Internet and sees your sign for blue widgets. (title tag)
• The search robot enters your site. (through your url/domain)
• The search robot looks for an overview of the problem, benefits and solution the page addresses. (description tag)
• The search robot makes sure the products in the store are what you say you’re selling. (keyword tag)
• The search robot scans all of the content in the site, making sure information of value is being provided that is consistent with your signage and that you are delivering the content you promise to your visitors. (targeted content)

Remember, when you are shopping, you’re most often looking for a great deal, or an items that has great value. You are driven by advertising, point-of-display signage, sales people and other factors to take action and make a purchase. to do the same thing online you need more than target content, you also need…

COMPELLING CONTENT: When someone is searching online, they have a problem, need or want and you are offering the solution. Always keep your visitor’s needs in mind and think like them. When a prospect visits your site, you want them to immediately say, “This is for me” or “This is exactly what I was looking for” or “I am so happy to have found this site.” You want to get them to feel an emotion because purchasing decisions are most often based on emotions.

When creating content, remember these four easy steps:

• Identify the problems, needs and wants you solve.
• Communicate with emotion the value and benefits prospects will receive from your product or service and how it will help them.
• Provide the solution and save the day.
• Drive them to TAKE ACTION.

When working with Search Engine Optimization, remember these five things:

• Have a compelling sign to catch visitors’ attention (title).
• Have a great doorway into your site (URL).
• Have a targeted description about what you offer (description).
• Have a brief listing of items someone may be looking for (keywords).
• Provide them a lot of stuff to review or something to try out (focused, compelling, action driven content).