One of the challenges many micro businesses face is finding the most effective ways to market so they get found online. If you’re not an Internet marketer it can be difficult to find the time to make DIY online marketing efforts worth your while.
For all it’s simplicity, Internet marketing ain’t all that easy. It’s time-consuming enough just to learn the jargon – content, backlinks, SEO, keywords, long tails, CTR, PPC, PPM, on and on… Let alone the fact that tomorrow (if the Google gods see fit) the entire landscape of online marketing could change.
I’m going to let you in on one of the easiest strategies you can use to get found online. And you won’t have you to attend several days of YouTube University for it to work.
It is this: Add a Product and Services section on your site, not just a single page where you list your products and services.
Why You Need to Create a Page for Each Product or Service You Offer
The Services / Products section of your site is made up of a series of pages. Those pages should quickly answer a single question for your customers: How can you help me?
As awesome as your products may be, your customers don’t care about your products. Your customers care about their own problems. If you position your products and services as solutions to their problems, you can close the distance between your customer’s first visit to your website and an actual sale.
Search engines rank individual pages, not entire websites. So, make sure each product or service you offer has its own page that search engines can rank.
Think about the last time you searched for something online. You probably asked Google (or your search engine of choice) a specific question: “What time does Fung Lim’s close tonight?”
Maybe you didn’t ask an actual question; maybe you searched just by saying keywords: “Chinese restaurants near me” or “Chines restaurants 48220”
If this is the way you search, you’re not an anomaly. That’s how most people search now – few words, no filler, very specific.
Search Engines Rank Individual Pages, Not Entire Websites
With that in mind, if your customer conducted a search using just the name of your city and the service they were looking for, would your website come up in Google search results? Would your customer be able to find you online?
Check out the screen shot below. As I was writing this article, I conducted a search for the term “avocado nutrition benefits.”
In the screen shot above, you can see “avocado nutrition benefits” in the search bar, and the featured result comes from AuthorityNutrition.com.
Authority Nutrition is not a website about avocados, Authority Nutrition”provides daily articles about nutrition, weight loss and health,” according to its About page.
But Authority Nutrition has at least one page on its website about the health benefits of eating avocados. Authority Nutrition isn’t the only health website that does.
In the screen shot above, you can see results from WebMD, Medical News Today, Well-Being Secrets, and Organic Facts. Each of the websites showing up in the search results for “avocado nutrition benefits” contain at least one page on their site that is about the nutrition benefits of avocados. None of the sites are websites specifically about avocados.
That’s what you want to happen when people search Google for answers to problems you can solve.
You want specific pages on your site to be so well-written and so succinct that search engines know what your page is about and can recommend it to people when they are searching for the service you provide.
Your Products and Services Are Your Keywords
Think of each product or service you offer as a keyword – that is, an actual search term – that your customers are using to find you and your competitors online.
Make sure search engines can find you, not only by your industry (as in “plumbers in Decatur, GA”), but also by the specific products and services your company provides (as in “how to fix a busted pipe”).
You exponentially increase your chances of getting found online by creating one page for each product you sell offer.
Describe your product – the features and benefits, how it works, how it helps. Include any testimonials you’ve received or case studies you’ve conducted in support of the products.
Your product pages are basically sales pages. And they are key digital real estate on your website. Include images of the product and a description of what you have to offer. Also list specs, prices and what the user can expect to receive by using your product or service.
Use Geo-Locational Keywords to Get Found Online
If you target customers who live or work in a specific area, they will probably search for products and services in that region. For instance, someone who is looking for lawn services will search for local landscapers.
“Landscapers in Atlanta” or “Denver snow removal”
If you offer a product or service that is specific to one geographic location, add location to the products and services you offer. A Denver-based landscaping company may have the following pages on its website:
- Denver Topiary
- Snow removal in Denver
- Lawn services in Denver
- Denver Hardscape design company
Help your customers find you. Once they find you, use your smarts and good web design to help make the buying process easy.