How to Be Where People Are Looking

on the Web for companies like yours.

You may be thinking, yes, but that is easier said than done.  Hold that thought, because a "yes, but" mindset is exactly what will get your business found.  Here's how it works.

Think Like Most People

Before you can apply the principles of Search Engine Optimization (SEO) to getting found on the Web, you have to first select the broadest term that relates to what you do.  This is your YES.

The more commonly a categorical term is used by a large group of people, the better.  You could call this the Family Feud test.  To get the most points on that show, you have to give the answer that most people will have said yes to.

For example, I'm working with a client who has just published a book with a unique message that pertains to "nutritional health", which is his true category.  What happens when you practice good nutrition?  Among other things, you optimize your weight.  That's why diets or dieting is his best category to get that yes.

What is the result you deliver that most people are looking for?  It has to be a large category that many people will say yes to.  This is the best place to begin positioning your company for maximum visibility. 

Help People See You Are the Right Fit

Obviously, the large categories are crowded.   No worries, because when it comes down to making buying decisions, people will be discerning if you give them some help.  Help them see that you are not just a good fit, but a perfect fit.  This is your hook, and it usually relates to how you do what you do well.

Is your hook speed?  That's a great one if you can make it believable.  Who doesn't want to lose ten pounds in ten days?

My work is focused on entrepreneurs and small businesses.  And as a result of my 20 years of experience in the green industry, I'm an even better fit for those entrepreneurs.  So, if you are looking for marketing help (my big category), and specifically social media marketing (my little category), and you are an entrepreneur (my focus), then we've got a fit.  If you happen to also work in the green industry, we've got a glove-like fit. 

Fear is the Enemy

Many companies are afraid of taking a narrow focus. They are afraid there will not be enough buyers in a niche to sustain their business. So they continue to swim, maybe flail is a better word, in that big category of a  pond with little to show for it.   

Instead, consider what the numbers look like if you could dominate a tight niche. 

The key to making this work is the top down approach.  Many companies start with the niche mindset.  As a result, they can only see so far.  It gives them tunnel vision.

Think like the herd first, and never forget it.  This gives you perspective.  You will always be looking far and wide.  And you will be where you can be easily found by those buyers who have already said yes, but are looking for something just right for them – you.  

To put this another way, if you want to be found on the Web, don't be a but – be a yes, but.

It's a matter of perspective.

Photo Credit: Andy Hay