Does your website target a particular market?

Is it geographic or demographic?
Male or female, young or old?
Business or consumer?

With a little planning, you can determine exactly who visits your site and who doesn’t.

You achieve this by using search terms throughout your site that are geared specifically towards your own niche markets.

If you are not sure follow us through this process. Write down the specific markets your products and services are aimed at and then, drill down even further.

Do you service only one State, country or city?

Are you mainly targeting men in their thirties, parents of young children or teenage girls?

Let's use this example:
A fictional florist located in Warrnambool who specialises in wedding bouquets.

Their target markets would probably be:

• Women in their early to late twenties.

• People living in Warrnambool and surrounding districts.

• Brides-to-be living in Warrnambool and surrounding districts.

• Dating males.

• Couples (especially around Valentine’s Day)

There are probably more potential markets than this but this will do for the moment.

Now we have narrowed down our target market, lets get inside their heads.

Let's say you were a mum helping with your daughter’s wedding preparation, what would you type in to the search engines to find the goods and services offered on your own site?

Write down these search terms as they come to mind.
Using our florist example again, relevant search terms could include:

• Flowers

• Weddings

• Wedding flowers

• Roses

• Bouquets

• Florists

• Gifts

Having defined these add qualifying terms that will help define your market even more.

Choose terms that are relevant to your geographic region, or specific product / service offering.

Unless our fictional Warrnambool florist sends flowers outside of Warrnambool, they wouldn’t want to attract any website visitors from outside the city right?
Also, if somebody searches the web looking for flower fertiliser, our Warrnambool florist wouldn’t want them visiting either.

Adding qualifying terms reduces the likelihood of these visitors.

For example, let’s add the following terms to our original list:

• Send, deliver, flowers Warrnambool

• Send wedding flowers, Victoria

• Wedding bouquets, Warrnambool

• Warrnambool, roses for weddings

• rose bouquets, Warrnambool .

• Florists, Warrnambool

A few selective terms can narrow down the searches considerably.

Your visitors will arrive at your site already highly qualified.

Now you have narrowed down your search terms to reach your markets, scatter these search terms throughout your web pages.

Replace keywords in your existing tags with your new target terms and use the most important ones within your URL is possible, title tag and description.
If you’re not confident enough to do this yourself, give the terms to your web designer or a SEO and ask them to do it.

Once you’ve dominated one niche market with this strategy, you can start to expand your focus or go after a completely different niche. B&BD