Search Engine Optimization (SEO) can be tricky
Invisibility Boo-Boos
The bezel on my favorite tennis racquet cracked the other day. I shopped on the web for a new racquet. I had no luck with search engines. I entered the keywords “tennis” and “racquet” and “racket” into my usual search engine but didn’t find what I was looking for. I was mystified.
I was looking for a racquet I’d noticed several years back. I had decided then, I should check this one out again when the time came. The keywords brought up dozens of pages of hits. Even after going through 10 pages of them, I didn’t find what I was looking for. I tried several other search engines, with the same lack of results. The racquet was admittedly not one of the major brands, and it had been years since I’d thought about it. I didn’t remember what it was called, but I thought I could find nearly anything with one of the major search engines and basic keywords. Well, maybe the racquets weren’t on the market anymore.
What was wrong?
Then I remembered the name of the racquet designer, so I typed it in and the word racquet. Bingo! I got an instant hit. So to find the racquet, I had to know the designer’s name! Entering basic keywords would not get me there. That is not the way web searching should work.
The content of the pages seemed okay. For example, the title on the homepage did indeed have the words “tennis” and “racquets”. So I checked the underlying HTML code. There were no <Title> tags. There were <h1> tags but no words between them like “tennis” and “racquet” or “tennis racquets”, etc.
The result: Very good web page content for a potentially attractive tennis product, but it was impossible to find it using a search engine and very normal keywords.
How much money do you think this mistake has cost this website owner? Would basic tweaks in your website improve its contribution to your bottom line?
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