What is the purpose of your website?  Is it merely a glorified brochure on-line that’s all about you or is it a benefit driven message designed to attract and convert prospects into loyal customers? Here are some free website optimization tips and tools you can use right now.

Yeah, so what’s website search engine optimization?  Sounds like a lot of techno geek stuff.  Who needs a website anyway? Can’t prospects “let their fingers do the walking?”  Not any more. It’s not enough to just post aYellow Page display ad. Besides it’s really expensive.

Wake up! It’s the 21st century communication/information age and the majority of people search online for your business.  I can barely spell phone book much less find one. You might already have a website or blog but are you focused on them or on you?

I see a lot of websites that are: “all about how my business is so great.” But here’s the bottom line and the million dollar question we all ask:  “What’s in it for me?”

An emphasis on benefits for your clients should always be the focus of your Internet marketing campaigns.  Always ask, “how can I create overwhelming value for my prospective client?”

Here’s a few tips that will help you develop a customer, benefits focused marketing strategy.   Meet the need, solve the problem, and create value for your prospective client.

Do a little homework:

Determine some top key words and most importantly keyword phrases you think people will use to find your product/service.  You don’t have to guess with free website optimization programs like Google AdWords or inexpensive, simple yet powerful paid programs like Micro Niche Finder.   As you are doing your research ask these questions:

• What are the questions that people are asking about your product or service?

• What can your visitors accomplish by visiting your website?

• What problems can be solved by your product or service?

• What is different or unique about your product or service that stands out from the 1000’s of other competitors?

• What are the local and geographic phrases people might use when searching for you.  They might be looking for flowers.  If you live in Seattle, you might uses a keyword phrase like, “Seattle florist.”

• Think about information people might search for that pertains to your industry.  “How To” is a powerful search term.  You are an authority and expert in your field, why not share some free tips?

As I mentioned earlier, create value. Visitors are likely to bookmark and/or share your website or blog and may even remember you for later.

Check out your competitors. The websites that are ranking high in the search engines results for your keywords are worth investigating.

For the average brick and mortar business owner, this may be a little overwhelming but the first step is to really take some time to evaluate what your customers want and what they are searching for.  Here are some free tools that can help you start the process.

• Google Analytics Keyword Tool

• Google Insights for Search

• Google Trends

• WordTracker Free Keyword Suggestion Tool

If you don’t have a website and you have a physical location for your business create a Google Places account ASAP.    Next week I’ll have some more information and will make available to my subscribers a free ebook on how to maximize your Google Places account.