“We don’t bid on generic terms, such as ‘coffee’ and ‘tea,’ but tend to stick to brand terms such as ‘K-Cups,’ ‘Keurig’ and ‘single-cup brewing.’ “
Ken Crites of Green Mountain Coffee explained the above in an issue of DMNews when asked how the company markets their continuity club (also known as a customer loyalty program).
This immediately made me think about the search terms I select for my Web sites, and it may get you thinking, too.
Your customers already know your Web site address. They’ve visited and bookmarked it. You remind them of the address in correspondence, on postcards and on your business card.
But what about prospects? What search terms do you select to bring them to your site?
If you sell toner cartridges, that exact term may bring you some visitors, but the words “Hewlett Packard,” “Epson” and “Okidata” will act as a magnet, drawing more people to your site to find the cartridge they seek.
The same is true if you sell tea, handbags, electronics or car accessories. Specific brand names and other industry-specific terms work best.
Add a quick check of your site’s search terms to your “to do” list. Then continue monitoring online analytics and sales patterns, and watch how your revenue changes for the better.
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