search engine optimization

Search Trumps Social for local information

According to the latest Pew Internet and American Life survey, search engines are still used considerably more than social sites for users trying to find information about local businesses.

The internet is the source that people most rely on for material about the local business scene and search engines are particularly valued. Newspapers and word of mouth also rank high as sources.

In looking at the data though, search engines surpass newspapers by a bit, and surpass social media sites significantly:

Search Engine Terms

A frequent question I'm asked by my clients is how to find the right keywords that people are searching with. My first answer is always, "Start with your common sense." Typically, you know your site's content better than anyone, because it's your area of expertise. If that's the case, you know the industry jargon. Now spend some time thinking about all of the different terms your customers use. That will give you the best start. However, there are more opportunities for expanding your list of keywords. Here are some good places to look:

What Search Words Point To Your Site?

Have you ever wondered what keywords and phrases your visitors are searching with? Your website statistics will tell you, mostly. If you're using Google Analytics, look at the Traffic Sources; here you'll find a list of keywords and phrases most commonly used to send visitors to your site, along with their popularity.

If most of your keywords are variations on your name or business name, you can assume those visitors were most likely looking for you but couldn't remember your web address.

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