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John A. Brownridge Ed.D.

Send Rush Hour Traffic to Your Web Site
John Brownridge, Ed.D.

No business can afford to simply sit back and hope for the best when it comes to finding new clients. If your product or service is worthwhile, your customers are out there but they need some help from you if they are to find their way to your web site. No doubt you have spent considerable time and effort to make your web site attractive and interesting, and you may have paid good money to design specialists to highlight the prominent features of your product. That is as it should be, of course, but all too often, web sites lack the essential components that actually drive traffic to where it needs to be. A few adjustments, additions and deletions could well lead to a bombardment of rush hour traffic to your site and a much-needed boost for your product or service.

Search engines like Google, Yahoo and Bing are designed to return a list of pertinent results in response to keywords that have been typed into the search bar. This is known as the search engines results page (SERP) and it may contain millions of items that are directly or indirectly connected to the search query. If your business does not appear on the first few pages of the SERP there is little chance that your potential customers will find you. Your web site needs to contain the keywords that will allow the search engines to bring your business and product to the top. The generation of the SERP is a complex process that calls on factors such as site reliability and its connections to social media, etc., but you do not need to be concerned with that. A careful study of the first page will help you to identify what your site needs to lift it from obscurity.

Once the SERP has been generated in response to a keyword entry, searchers will be drawn to the AdWords that seem to match their interest. Some AdWords will stand out because they are highlighted or because they demonstrate compelling and descriptive copy. These have been selected to maximize clicks, and they can give you a clue as to what you must incorporate into your web site in order to lead searchers to your product.

Suppose, for example, your company produces educational materials for special needs children. Potential clients will likely enter “special needs children” into the search bar to find the materials they need. You will notice that a number of associated terms and expressions jump out from the SERP and searchers will be drawn to click on those that are highlighted or which seem to offer a compelling invitation to find out more. In this case the following terms are most prominent:

1.  teaching
2.  working with
3.  types of
4.  activities
5.  education

These are the terms and expressions that should appear on your web site. You can describe your product to show its value and effectiveness in the usual way, but be sure to include the AdWords that have a proven success history as click magnets. With some testing and experimentation you will find a measure of control in driving the rush hour traffic to your site.