SEO
Talking
Reach
New Consumers Using Search Engines by Jeremy Pound, co-founder, CEO, Juicy Results
I
t’s no secret that consumers use the Internet to discover and purchase new products, and while social media and mobile apps seem to be getting most of the media attention, search engines are still responsible for generating the lion’s share of online traffic. A recent study by Conductor, a web presence management company, shows that search engines are responsible for more than 60 percent of online traffic. Most entrepreneurs and inventors assume that a better search engine presence will put their products in the hands of more people who would benefit from it, but they are often unclear about how to expand their search presence and have common misconceptions about how search engines work. For example, a manufacturer envisions a scenario where parents will type in “toys” and find their products, but Google doesn’t show individual toys for that query. Instead, Google assumes that the consumer is looking for toy stores in their area, news about toys, or articles about toys. To further punctuate the ambiguity of the “toys” keyword, Google cannot determine if the consumer is looking for pet toys, baby toys, or other types of toys too risqué to mention here. If you’re looking to reach more consumers, “toys” is not a realistic search term to target unless you are one of the largest toy websites or big box retailers on the planet. Search terms are known as keywords, and it’s extremely important to select the right ones. So, if not “toys,” what are they? Effective keywords vary from product to product. Ask yourself these questions: ● What problems does your toy or game solve? ● Who is it designed for? ● How is it different from other toys or games? ● What are the unique benefits of playing with it? Successful search engine marketing is a game of specialization. The more specialized you position your toy website or product, the easier it will be for you to attract search engine traffic. Online niche websites that serve a specific need or de-
12 • THE TOY BOOK
mographic actually have an edge over more general e-commerce websites, just as producers of toys or games that are hyper specialized can more easily attract their ideal customers. Consumers use search engines to discover answers to their problems and solutions to their needs and desires. The keywords that will likely bring you new customers are queries such as: ● toys that build self-esteem ● games for large families ● historical children’s toys ● toys by faith-based companies ● pet-friendly toys for children ● help children learn new languages ● getting kids to like baths ● gifts for children who love camping Your success with search engines starts with identifying and focusing on the keywords that will bring you new customers, and you do that by being specific about the needs you are trying to meet. Always ask yourself, “Is this the language the consumer would use?” This may require you to have extensive conversations with your current audience to understand what drew them to your products in the first place. Remember the last time you had a specific need or question and turned to Google? Chances are that you ended up discovering a new product or service that you didn’t even know existed. This same path can lead your future customers to your front door. Only invest time and resources in search engine optimization (SEO) after you have identified the keywords that you believe will bring you new business. More on that next time. ■ Jeremy Pound is the co-founder and CEO of Juicy Results, the Internet marketing agency for the Fortune Five Million. He is also the author of The Bootstrapper’s Guide to SEO, which can help people understand how to build their page one rankings.
MAY/JUNE 2015