Audience Growth Strategy: Search (with Tiffany Whipps)
just so just kind of remind you guys were your thing about this search is really just about getting your products found. And Tiffany is gonna go into that so much more. And since this is not in my wheelhouse, this is definitely Tiffany's area of expertise. I'm going to sit down and let her take it away. All right? So I'm gonna start by asking you guys, What do you think of when you hear the term as CEO? I just shot him out. Keywords. OK, Google? Yep. Those air. Definitely all parts of search or things that we use in search. Um, we searched everything. There are over 3.5 billion searches on Google. Every day we search where we're gonna go to dinner where we buy jewelry. How we get from point A to point B. I know that definitely, like as a maker. I'm sitting my studio. I'm alone a lot, and I'm asking myself questions. So I'm asking ghoul those questions. So let's talk a little bit about what has he is as he was helping your ideal customers. Um, sorry. As he was helping ideal customers fi...
nd the products they're looking for using their language. So we're not using jargon here. We're not using your terms as how to make something. We're gonna use your customers language in S E O. Because the more you can speak in her customers language, the better grasp you're gonna have on fulfilling their needs. And the more effective you're gonna be in reaching them S CEO is a way of saving you time and money by putting your marketing efforts on autopilot. And so, as CEO, is not scary or something you need a programmer to deal. I think a lot of people get really bogged down in the details. This is a class about simple. It's a class about strategy that you guys can implement right now. So we're gonna talk about some ways you can use, search and implement this insure everyday life, and hopefully it's gonna feel like second nature instead of a chore. So this is gonna bring us too long. Tail versus short tail keyword terms. Long tail keywords. Air comprised of 3 to 5 words describing your item. And they usually receive less search results but tend to be better targeted and receive higher conversion rates. Short tail keyword terms 1 to 2 words. Higher search results like ring smaller conversion rate. If you're typing and ring, you're probably really ready to buy it. You're in your search phase of this. You're really researching what kind of ring now say you typed in blue gemstone ring with a twisted ban and that came up your pocketbooks out like you're ready to get that ring that's yours. You're done. So by focusing on a long tail strategy, especially for a small business, usually results in a more desirable position to target the right customers. So we're going to focus on a long tail keywords strategy. And how do we figure out where these keywords air at and where your customers are finding on what they're searching? We're going to go into the AdWords keyword planner tool, say that 10 times fast, so this is actually a strategy we're gonna use because it's very multipurpose. You couldn't go into etc. And do this surge. I'm going to Google and search. There's a lot of different ways. There is a lot different tools to keyword plan AdWords keyword tool is going to give us a lot of information and condense it down. It's very multipurpose across all platforms. So that's what we're gonna use today. So by researching market skewer demand, you're not only learning which terms and phrases to target, but you also learn more about your customers journey and create a better experience for them. She was kind of in the money. Your customer, you know that your customer might not be searching tanzanite ring, you know, they are definitely search during natural gemstone rings. You also know their next steps. Maybe they're searching for an engagement ring. Maybe they're searching for a blue stone ring. So now you can create products. You create services. You can also create keywords that target them in search. So how do we put all these keywords in the right spots? What do we do with, um, the best thing you can possibly do is have your own website and have control over all of your keywords. So you're gonna put it in your title actually chose natural gemstone rings, I think. What did I say? That same thing. So it's the first thing in my title. I don't have any other sentences or words or long descriptive terms or other terms. People are searching for because Google doesn't register anything over 60 characters, so you don't want big, long paragraphs in your title. You want a very succinct title. I put tanzanite because it was relevant when I did a search results. People might be searching for tanzanite gemstone rings. That's also a great place to put if you want a name your jewelry, so your board, you don't just want to say what your thing is. You wanted to be the Melissa Ring. Put that there. That's where you put it. But put it after your keyword terms, then I'm gonna repeat it. So Google can't see the image of what is attached this listing. It needs to read something to registered in search results. So I describe what's in the image. I put natural gemstone ring, featuring a raw tans and I on a gold braided band. This is a sentence. It's a sentence, and somebody would read. My customers would come to and they'd be like, Oh, that's what that product is. Maybe they're on there in the pictures and loading, but that tells him exactly what it is next. Then I write my paragraph for my customer completely. I'm selling it to a person. I'm not selling it to Google, but I'm still using keywords all throughout the paragraph listing. So it has the word gemstone ring. It has tanzanite in there. It repeats gemstone again. I'm gonna speckle this throughout my whole entire copy. It's not gonna be written for Google. It's going to be written from a customer. It doesn't matter exactly where you're putting it in. But we know that Google rings to hire if they see some repeated search terms tags. People put a lot of weight on tags. They're not actually all that important. But it's good to repeat your cured term in your tag and then go back to that little planner tool where we just put all of those things over in a category. All of those different search terms or all of those words right there and type blue ring dainty gold ring twisted band ring and fill your tags with those next again. You're only gonna have this if you have your own website. Um, here you are. All should have natural gemstone rings in the URL. So should say product natural gemstone rings. You're on 1/3 party provider. It might say, Product. 123489 10. You don't get as much control over that. So this is again kind of whites. Great toe. Have your own website last. Now that you have everything all pretty in your titles and tax and context, Google's a popularity contest, and you win that popularity contest with back links, back links or other sites linking to you that have more clout than you dio. So search engines give higher ranking two sites with back links and the more credible and relevant to your product. Um, the better for you. So Richard Lyons was coming in. Next, she's gonna talk all about PR, which is awesome, because I think the best way to get back links is to actually reach out to other influencers in your market to gain those. And she's gonna tell you all to do that. So you do your PR homework, do your homework. It's all good, you're done and the measure results. So there's Google Analytics. Your websites probably gonna have some sort of way of measuring how your searches coming in traffic. What people are using procured things like that once a month because again that's gonna take a while to all come full circle. So once a month, go in there and, like, make sure people are coming to you for what you want to be searched for. You might have to switch this. You might find that something you picked and all of this wasn't exactly what people were looking to buy. So you might have to tweak a measure and play with that a little bit. But measuring your results is gonna help. You sort of play with and get more search traffic to your site.