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תגידו, כמה צורות אתם מכירים כדי להסביר מה עושה העסק שלכם? אני מתכוונת רק בעברית, בלי אנגלית ושפות אחרות, כמה? כשלקוחות מחפשים בדיגיטל את השירות שאתם מציעים יש מאות דרכים שהם יכולים להשתמש בהן.
לדוגמא, הביטוי "חנות בגדים" זו דרך אחת, אבל הם יכולים להשתמש גם ב"בוטיק בגדים", "בגדי נשים", "בגדים בזול", "בגדים בתל אביב", "בגדי נשים בחיפה" ועוד ועוד ועוד.
גם אם לעין ולמוח האנושי שלנו זה נראה אותו דבר, עבור הראש הרובוטי של הדיגיטל מדובר במילים שונות לגמרי ולכן עלינו להתאים את העסק שלכם לכל ביטוי שיכול להיות רלוונטי לעסק שלכם, כדי שכל מי שמחפש אתכם- ימצא בקלות ובמהירות.
עברית שפה קשה
כמה שהיא נראית קשה לנו, היא עוד יותר קשה לרובוטים שמנסים להבין איך כל כך הרבה מילים בעלות משמעות משותפת. דוגמא טובה לזה היא הטייה של זכר-נקבה או יחיד-רבים, שכשאנו קוראים את זה אנחנו מבינים שהמשמעות היא אותה אחת, רק ההטייה אחרת, אולם כשרובוט קורא את זה הוא נתקל באותיות אחרות. ומבחינתו, אותיות אחרות = משמעות אחרת.
מחקר מילים לקידום אתרים
עד כמה האתר שלך איכותי מבחינת קידום? בואו ניקח דוגמא קלאסית- חנות מזון לבעלי חיים שמוכרת בעיקר מזון לכלבים. יש אנשים שיחפשו "מזון לכלבים", בעוד לאחרים יבוא בצורה יותר טבעית "אוכל לכלבים". ברור לכם שהם מחפשים אותו דבר, אבל זה צריך להיות ברור גם לאתר שלכם ולמנועי החיפוש שמציגים אותו. איך עושים את זה? על אותה חנות לבנות עמוד באתר שמרכז את המזון לכלבים, ולקרוא לו בחלק מהמקומות "מזון לכלבים" ובמקומות אחרים "אוכל לכלבים"- כאן נכנס הכוח של מה כתוב בקישור, בתוכן, בתפריט, בכותרת העמוד ועוד.
ככל שתשלבו יותר מילים- כך האתר שלכם יקודם יותר.
לא הכמות, האיכות רבותיי.
אם מהפסקה הקודמת הסקתם שצריך לכתוב בכל מקום את כל סוגי הביטויים הקיימים, האתר והרובוטים שסורקים אותו יותר חכמים מזה. הם רוצים גם תוכן, לא רק כותרות יפות. אם לא תיתנו לקהל שלכם תוכן לא תוכלו לקדם את האתר גם אם תרשמו "מזון לכלבים" אלף פעמים באתר.
נוסף על כך, יש מילים איכותיות יותר ומילים איכותיות פחות. מה שמשפיע על האיכות זה כמות החיפושים וכמות התחרות שיש על כל מילה, כלומר כמה אתרים כבר משתמשים בה ומספקים תשובה פוטנציאלית לגולש. השאיפה היא לקדם את המילים עם נפח החיפוש הגבוה והתחרות הגבוהה, והדרך לשם מלאה בהרבה מילים קטנות.
אז איך יודעים?
הדרך הקלה היא לחפש מומחה. מדובר בתחום ענק שנקרא SEO או קידום אורגני, משלב בתוכו כתיבת תוכן ויכולות אנליטיות לניתוח מחקר המילים. מומחה בתחום יעשה את כל המחקר שצריך כדי לדייק את השרותים של העסק שלכם אל מול מה שאנשים מחפשים, כדי שכאשר הם יחפשו- אתם תהיו שם.
הדרך הארוכה יותר היא ללמוד לבד, אבל כמו שכתבתי קודם, מדובר בשילוב של הרבה יכולות ומידע, והרי יש לכם עסק לנהל. כמו שאתם עושים את העבודה שלכם במקצועיות רבה, כך גם אני. אם אתם מחפשים מומחה- דברו איתי.
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