How do you use your website to target people who are your potential customers? It’s one thing to create a website that looks great and offers a good user experience, it’s another to market it to the people looking for your products, service or shop.
Making a site and its pages ‘Google friendly’ is often a balance between what makes for a good user experience and what Google looks for on a page, which determines a page’s indexed position in search results. A ‘User friendly’ site should always be the priority. However, there is no point in building a totally ‘User friendly’ site, if nobody sees it.
The competition for search results position is based on relevance of a webpage to the search query. In other words, ‘which page best matches and answers the users enquiry’. Search engines can only use the information it gathers from a website when the site is regularly crawled by search engine ‘bots’, to determine relevance.
The aim of targeting is to dedicate the structure and content of a page to one or more commonly used keywords and keyphrases which are relevant to the page. Keyword research is all important to determine how users search for your type of business.