If we use the analogy of fishing in a large pond, the picture of what you are trying to do becomes rather clear. If we think of a pond as your businesses target market then, each of the types of fish in that pond are your prospects. Each fish species is looking for something different, just as each type of prospect had their own reason and goal for visiting your site. If you want to convert prospects successfully to buyers then, you have to learn which kind of bait to use.
TIP: Know Your Audience. Who are your prospects? Why did they end up on your site? What are they after?
The Magic of Keywords
It is not enough anymore to just attract readers to your site. It is easy to say that it all boils down to keywords, but even that is not enough. Certainly the right keywords are what have attracted readers to your site. That is the job that keywords do. They attract readers. What happens after the readers arrive is another story.
TIP: Start with Goals. What is important is that you understand why people are arriving at your site. Don’t use common link baiting techniques to misrepresent your content. Prospects and readers don’t like to be fooled when visiting a site. Examples include titles like “10 ways marketers are making you addicted to keywords” or “8 things Google Analytics hasn’t told you about keywords.”
Think of keywords are the chum that you use to attract fish. If you want to be successful fishing in this pond then you have to do more than just attract fish. Rather than just using broad keywords, filtering down to niche keywords which are smaller, brighter, shiny keywords that draw your site visitors in for a closer look. Google Keyword Tool is a good option for finding major Keywords for your site, and also for finding the smaller keywords that you use as bait – and the focus of your content.
Did you know Keywords come in different sizes and grades?
If you have five types of fish and they all eat different foods, then your content must be matched to each type of fish (reader) that you attract. That is why it is important to know your audience. When you know your audience, you can tempt them with keywords that are designed to interact with what the readers wants and needs are. Follow these Examples:
Major Attractant Keywords: Fishing, Fly Fishing, Freshwater Fishing, etc.
Niche Bait: Fresh Water Trout Fishing, Trout lures, Flies that attract fresh water trout, Trout Season
Super Niche Bait: Rainbow Trout lures, Cutthroat Trout season, Where to find the best Rainbow Trout rod.
Content: Articles about:
- Rainbow trout fishing Tips
- Tying flies that Rainbow Trout Love
- River Systems and Where to Find Rainbow Trout
- How to Fly Fish For Rainbow Trout
- Flies Cutthroat Trout Cannot Resist
- Small Mouth Bass Flies
What just happened is that we have scaled down the keywords from those that attract readers, to those that excite readers, to those that really excite readers. That is how you bait your niche. It starts by understanding your readers and then targeting content to fit their specific wants and needs. Content is important. The richer the content, the better your readership becomes. All of that is linked to keywords. Try applying this lesson to your own site and your own niche. Want to learn more about attracting traffic with lifecycle marketing – let us know.