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Use the Right Search Terms to Attract Paying Clients

I've been saying this for years, but my copywriting clients generally needed a lot of convincing.

I believe that if you want to attract website visitors who are either ready to buy, or almost ready to buy, you should choose search terms that phrase a very specific problem they're having. This problem, of course, should be something that your products or services have been designed to solve.

What sorts of problems do people type into a search engine?

Emotional problems

Technical problems

Health problems

Relationship problems

Communication problems

Self esteem problems

The above categories illustrate just a few areas where people might turn to the world wide web for answers. But even though the categories are broad, the phrases your potential buyers actually type into search engines will likely be very specific.

This theory supports the idea that you should really have an articles area of your site that you keep adding to. And you should make the titles of your articles something that people would actually type into a search engine.

Many of these problems are things they wouldn't even feel comfortable talking to family and friends about. Examples of problem-based searches could be...

"My husband doesn't listen to me"

"Why do my kids hate me"

"Can't lose weight"

"I hate my job"

"Weird skin rash"

"Surviving divorce"

"Cat scared to be home alone"

"wife always mad at me"

"Why are women catty"

In other cases, web searchers really want specific information, like:

"Do it yourself kitchen sink installation"

"natural cures for foot fungus"

"organic pesticides"

"How to update resume"

"How to ask for a raise"

Thus, the search engines search as a match maker between what you sell/offer and what people are looking for.

I truly believe that people seek answers to their worst, most urgent, or most embarrassing problems online, and that if you match their search with a "solution" article you will immediately attract them to your products and services. Which of course, they will want because it was already what they were looking for.

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