Spring is finally here and everywhere on the Cape businesses are preparing for the rush of visitors during the summer months.

It’s also a good time to think about your business’ website. One aspect to think about is: Can visitors find your website when they search?

Unless visitors know your business by name they’ll likely search using words or phrase that make sense to them – the way they naturally speak or.

Say a couple wants to enjoy a drink with Provincetown Harbor as the backdrop. They may type:

  • Drinks provincetown harbor
  • Cocktails on the water ptown
  • Bars overlooking provincetown harbor

What comes up? I suggest you try using this example – and even search on a phrase that you would use – and see what comes up. When I tied these phrases, the search results didn’t show me the array of choices that Provincetown establishments offer.

This missed opportunity is where Search Engine Optimization – or SEO – is key to making your website visible to visitors.

What’s Search Engine Optimization?

Search engine optimization is making your site and its pages as easy to understand for search engines as they crawl and index millions of sites.

When a person types a word or phrase into search, the search engine displays results on the page in the order of what they’ve determined to be the best match based on their indexing. A higher position on the page means your content is more relevant.

And while your site may appear on the first page of results, if it’s not in the top 3 – 5 results, the likelihood that a user will click on the result decreases dramatically given its lower position on the results page.

How do you optimize for search?

There are a lot of variables that determine rank, which we’ll discuss in later posts. The first step we recommendation for anyone wanting to optimize for search is to review and provide ‘quality content’.

By quality content, we mean well written, descriptive content that provides the person searching with useful, easy to understand, and easy to read information. Yes, the search engines are programmed to detect what constitutes quality content based on these human attributes.

Providing quality content doesn’t mean you have to write paragraphs of content for your audience. In fact, briefer and easier to scan content that gets to the point – provides an answer or useful information – is better.

Before you write this content, you’ll want to think about what keywords and phrases you want to rank for:

  • What best describe what you’re offering or your business.
  • How would your target audience describe or talk about your offering or business.

The last point is very important. We’ve been conducting user research – conducting interviews and watching people use product–  for more than 20 years. The reason companies engage us to conduct this research is simple: how the company thinks about their business is often different from how its audience thinks.

Tools are available to help you better understand what keywords people commonly use when searching about your specific business offering. However, you can even do research yourself, just using Google to try out different keywords.

Can visitors find your website online when they search?

This brings us back to the initial question: Can visitors find your website online when they search?

We recommend that you take some time and search for your website on using Google to determine if your site is ranking and work on optimizing your site to lift your bsuiness’ rankings.

Don’t have the time? Let us help you with a free evaluation.

Contact us for a free evaluation of your site’s ‘search and content health’ and how we can help increase your website’s traffic through search. We know businesses have a multitude of priorities, so let us do the work for you.

Experient Design made ptownevents.com a top Provincetown digital destination in less than 2 years after its launch though our expertise in search. In fact, Amazon’s Alexa Analytic program ranks ptownevents.com as a top Provincetown tourism site based on site traffic.

Design | Content | SEO | User Research

Experient: 617-512-5636 | hello@experientdesign.com