How can you entice people better with your online advertising? You need to improve a little thing called search visibility. This has to do with the number of clicks your website gets based on its search rankings. This involves the principle of “customers choose the things they see first.” When you have great search visibility, and your content ranks high on the page, people are more likely to visit your website instead of other sites.

Improve Search Visibility

The basic goal of this metric is improving views for your content on search results. In simple terms, more views > more clicks > more page visits > more conversions. Sounds simple, right? Making this happen can be a little trickier, which is why working with search engine optimization (SEO) experts is important.

Include Images in Your Content

You may not know it, but Google is starting to include images in many of the top search results. This is incredible for visibility because people notice the colors and graphics right away. Your content stands out on the page. Of course, this only works if you have images in your content.

If there is anything businesses have learned from decades of advertising with TV, the internet, and even print, it’s that people respond best to what they see. This is why products placed at eye level in the grocery store tend to get snapped up more often than other products. It’s why billboards and product posters for restaurants are powerful enough to get people to pull their cars off the highway and order something.

Choose Topics Your Target Audience Cares About

A common mistake is designing your website and web pages based on what you think your business should be about. Your target customers should always influence everything from your products to your marketing. You need to choose topics and keywords that you’re interested in.

Here’s an example. Let’s say your company provides carpet cleaning services. Your main customers are everyday people, working moms, and dads with a family to care for.

How effective would your search visibility for those customers be if most of your content revolved around commercial carpets, tips for caring for commercial carpets, and similar topics? You would get much better results by focusing on things such as “what to do when kids spill cereal on the carpet,” “tips for cleaning up stains ASAP,” and “how to vacuum home carpet the right way.”