If you want your website to appear in search engine results when people are looking for the products, services or information you want to promote, the single most important piece of advice I can give you is –
Use the terminology your prospects and customers are using, in the content of the page you want to rank.
It sounds obvious, yet this is the most common mistake I see websites making. They use in-house terminology that no-one outside of the business uses. Or they use industry jargon to communicate with users who don’t understand that jargon (a common issue for business-to-consumer websites). Or they over-use one single word or phrase and ignore the different ways people search.
The solution is two-fold. Research the keyword phrases your customers are using, and then map those to individual pages on your website (creating new pages where they don’t exist). It needs time and careful attention to get this right, but done well this activity is the absolute bedrock of SEO success.
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