Heather is an Internet marketing expert. The title of her talk was “Marketing Espionage: How to SPY Yourself, Your Prospects and Your Competitors”. You can find her on her website findability.com.
Her first question to my members was “What are you trying to achieve with your website?” Too many of us give our website a name that appeals to us but does nothing to lead customers to it. Also, we typically use the wrong keywords for customers to find us. She showed us how to determine the keywords and phrases which are most used to locate the products or services we are selling. They are unique for each of us.
She had a number of interesting statistics. One, “81% of shoppers conduct online research before buying” and “40% of this research is by using mobile devices”. So it is important that your website is “responsive”, able to be easily navigated with a phone, a tablet or a computer.
On average B2B customers do 12 searches before deciding on a specific brand’s website. And it’s not about Google. There are so many searches happening every second that it’s up to us to know our audience and how they might search for our products or services before we determine which keywords we should use. This will give us a better chance that our website will show up on the first page of their search.