Local Business: How To Get Your Site Concept Right, Part 3 of 7
In the previous article we established that market (AKA keyword research) is the cornerstone to expanding your offline business with the help of a professional online presence.
The advice below will help you find the high-demand keywords and the perfect site concept related to your products or services. Before you begin your research, create a list of words that describe the features and the benefits of your products or services.
- Keep your Site Concept Keyword, i.e. your site’s central theme or niche more global, as we explained in our last article. Think about potential non-local (i.e., global) monetization options for your niche. Examples are Google AdSense and affiliate programs related to your products or services.
- If you are having troubles finding a site concept related to your product or services, use Google Trends or a free keyword tool like the Google AdWords Keyword Planner to come up with ideas. As a SiteSell customer, you’ll have access to Brainstorm It!, a state-of-the art keyword brainstorming and niche research tool. Use its Seed Generator functionality to generate a multitude of site concept ideas from a single term. Watch this 3 minute video if you’d like to learn more about Seed Generator.
- Add a “marketing” word to your Site Concept, something appealing or fun or whatever you want to project to your visitor.
- Depending on the nature of your local business, you might add your city/region/country name to the Site Concept Keyword (ex., “Hollywood real estate”). The demand may be low, but it’s exactly what people would search for. And in the case of real estate, the potential ROI is high. Another example is a travel site about a particular city or town. It could be difficult to find a Site Concept that didn’t include your city/town.
- You may decide to use a domain name that contains the name of your city or country. If your business name contains your Site Concept Keyword, and is already well known in your area, you may want to make it your domain name. However, it may be more effective to register your business name as a separate domain name, and then redirect it to your site’s domain name. You can then use your business name URL on your business card and other offline, local promotional materials.
- Don’t optimize your site’s pages for the “name of your business,” unless it contains the keywords for which you wish to be found. For example… “D.J. Smith & Sons” + “Kingston, Ontario” is not as good as… “D.J. Smith & Sons Bulldozer and Excavator Services” + “Kingston, Ontario” if you want to be found for the keywords “bulldozer” and “excavator.”
- If you’re targeting a regional market only, outside of North America, register a domain name with a local suffix (ex., YourDomain.co.uk). The SEs are more likely to list a site with a local suffix in their country-specific search results. If you want local business and exposure to the rest of the world, the top recommendation is to use a .com, .net, or .org suffix. You can then purchase a local domain from any local seller of domain names and redirect it to your SBI! site.
Read all seven entries in our Local Business series:
- Take Your Local Business Online: What You Need To Know, Part 1 of 7
- How To Choose a Winnable & Profitable Niche, Part 2 of 7
- How To Get Your Site Concept Right, Part 3 of 7
- Top Tips For Getting Your Website Found, Part 4 of 7
- Local Business: How To Build Strong Customer Relationships, Part 5 of 7
- Use Social Media To Grow Your Local Business, Part 6 of 7
- Monetization Strategies To Boost Your Profit, Part 7 of 7