Take this simple test. Go ahead, humor me:
Contact a friend or colleague who isn't familiar with your website or business.
Ask him/her to listen to your elevator speech (keep it short, please).
Ask that person how they would search for your products or services. Try to elicit specifics, but listen for the Keywords and Search Terms in their responses.
Type those keywords/phrases into your website's search tool
If your friend's responses are completely off the mark, you may need to reconsider your Elevator Speech. If you don't have a search tool on your website, give me a call for some help (this is a must for most websites.)
If you ran your friend-feedback through your search tool, and no results returned or you got a 404 page, it's time to re-examine your SEO strategy. Those terms may need to be included in your page titles, descriptions or URLs— and should definitely be within your page content. We've covered SEO Basics in a previous post, so let's dive a little deeper to keep improving your ability to climb higher on the Google charts.
SEO is free marketing, so ignoring how your pages are set up is like giving away potential leads — or leaving money on the table. Unfortunately, keywords are no longer enough to get noticed by search engines. Site popularity, referring links, descriptions, images, videos -- and a host of other factors -- are also in the mix. This is why SEO professionals earn the big bucks to keep major brands on the hit list.