Everybody uses office furniture, which means everybody buys office furniture. The question, however, is, why are they not buying from your website? There could be many reasons why you are not selling successfully on the internet.
The internet is very much like the Yellow Pages, as it contains links to people and businesses. The only difference is that the internet is not organized alphabetically or in any other way. Everyone is free to write their name, in any format, on a slip of paper and throw it in the big electronic hat.
This means that it can be very difficult to find what you are looking for. Or easy, if the website knows just how to make itself visible to big-time search engines like Google, Bing or Yahoo, etc…
(Here’s a secret: Internet marketing is to a gr eat extent about helping Google and Co. find you.)
In this article I will share a few important factors when it comes to selling successfully on the internet. It is a bit technical on purpose. One article cannot answer all your questions, and that is not what I am attempting to do. This article will help you to ask the right questions for your continuing quest!
Give them something interesting to read
The most important factor is high quality content on your website that is also relevant. I admit that it is a bit difficult to wax lyrical about a two door steel cabinet. In cases like these, do not only provide the technical specifications, but add the real experiences of real clients. It’s true! Customer reviews are often considered to be great content.
People will remember your site if they see that you have created good content. So please do NOT follow this example: “Lucent Technologies is exceedingly determined to promote constant attention on current procedures of transacting business focusing emphasis on innovative ways to better, if not supersede, the expectations of quality!”
Interpret what you said for the Search Engines
Computers are quite clever in a stupid way. They can search millions of websites in a few seconds, and find what you are looking for, but they cannot interpret the data they found for you. An example, albeit a bit oversimplified, Google does not look for a chair when you Google, “chair.“ Instead it looks for a correct combination of the letters a, c, h, i, and r.
So, if you do not help Google along it might lead you to any old website containing the word “chair.” This is where metadata comes in when selling successfully on the internet.
Content, as discussed above, is the data that humans use. Search engines use metadata.
Metadata is data that describes another set of data. Using metadata correctly is a technique that “helps” the search engines to “understand” what your website is about.
Metadata about a web page contains a whole set of descriptors. The better you define and implement these, the higher your website will feature in Google and Bing searches.
The most important metadata attributes, that is, the ones you should focus on are:
Title Tag – This is the title of web page. It should be short, but clear and descriptive.
Meta Keywords Attribute – Keywords relate directly to the search phrases entered into Google.
Meta Description Attribute – Here one should add a brief description of the page. There should be some correspondence between the description and the defined keywords.
Meta Robots Attribute – This tells search engines what to do with the page
Image Alt Attribute – This is a verbal description you should add to EACH picture on your website. Search engines have no other way of understanding what a picture contains.
Set the trap
Have you noticed your search results contains the name of the page (Title Tag), followed by the URL, and then often a short extract or summary of the page?
This extract or summary is called a Snippet. It works like bait. It gives the searcher a preview of what to expect on your page.
If these bread crumbs that you are throwing out, seem to be in line with what the searchers are looking for, they will click on your website more than a higher ranked one.
Make sure that your snippet is interesting and not like this Microsoft memo “This is to inform you that a memo will be issued today regarding the subject mentioned above.” Information like that is not attention-grabbing, and thus will not help you in selling successfully on the internet.
Ignoring SEO is a bit like your boss saying: “We know that communication is a problem, but the company is not going to discuss it with the employees.”
Like I said, this article is not a comprehensive guide. The author’s intention has all along been to prepare you to ask relevant and intelligent questions so that you can continue your long quest towards an optimized and brighter future when selling successfully on the internet.
Learn more about our successes in Florida office furniture SEO.