If you own a shop or business, you have conversations with your prospects and customers (The same is true with the opportunity presented when they land on your website) therefore getting your proposition right is a fundamental issue.
On the web people are using keywords / key phrases in search because they are looking for help to a problem, question or purchase
So, let’s consider the following fictional (or not so fictional) scenario
Keyword used – Dog friendly boat hire Wroxham
Real world conversation “Hi can I hire a boat we will have our dog “Rex” with us
How would you reply?
1: Certainly, we have a fleet of over 200 boats that we hire, not all are suitable for dogs. Would you like me to show you them all anyway?
- Within a shop environment – the person can ask again
- Within the web it’s the back button or an alternative search
2: Reply with a load of irrelevant and verbose / BS that makes it really difficult for me to find the information that I actually wanted
3: Certainly, Sir we have a range of dog friendly boats available for hire. How many people will be joining you on the boat
Let’s consider keyword variations
- Do you have dog friendly boat hire?
- Can I hire a boat suitable for dogs?
- Can I take a dog on my hire boat?
- Wroxham dog friendly boat hire
Intent = Rankings and Conversions
- If your website is your online equivalent of your shop
- Your shop sign and your in-store displays tell people about what you provide
- When someone walks into your shop (footfall) you greet them
- By looking at the quality of the shop, fixtures, fittings, staff I get an impression / perception on how good the shop might perform
So, your web page is the equivalent of that physical shop
Header : Andys Boats
Slider: Dog Friendly Boats For Hire
Call to action buttons: Book now – Date , Duration, Adults, Children Pets- Price – Book Now
Supplementary information: Our boat range | Special Offers | Request A Brochure | Late Availability
The Real World Scenario Involving Competitors
- Your shop is open but your competitor hires more
- You are selling a luxury brand
- They are offering a cheaper low quality service
- Put a sign in the window saying that you now supply cheap boats
- Understand that the people hiring cheaper boasts are not your target audience
- Change your business model