My customers bookmark or remember my URL after they buy from me one time right?

Not necessarily. Your customer does not bookmark or remember your URL until they have visited your site many times. You can drive them back to your site through email if the left behind their email address. You can also use your keyword marketing campaign to retain customers too. Chances are they will return to you using search engines.

One key piece of information customers give you when they enter your site the first time is the keyword they came in on. I have a customer who sells running shoes and 50% of their traffic comes from the word “running shoes” however only 20% of sales originate from this term. Over 70% of their sales come from 3 and 4 keywords grouped together in a keyword phrases like Nike distance running shoes.

So if you want to retain customers you must retain the keywords that encompass the original buying cycle. For example, in the case of the running shoe site, they utilize search terms “running shoes” and more specific keywords like “Nike distance running shoes”. It is likely searchers will return to your site each time using similar search criteria “running shoes” to check inventory or pricing, and more specific terms such as “Adidas marathon trainer” for price comparison, or to purchase.

So as you pursue more highly searched keywords in your search engine optimization campaigns, do not simply focus on the generic description terms (”running shoes” “furniture” ‘jewelry’) but remember to include those specific keywords already creating sales.

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