You likely understand your industry jargon. But your prospects might use different terms than trade colleagues to refer to your services or goods. Keyword research provides an understanding of the words and phrases that consumers use to find your products.

Search for the most important products and services you offer and note the most prominent websites in the search results, those that share your business model as well as the ones that are dissimilar to yours but compete for the same searches.

The next step is to create the pages. This is the hard part. Depending on your ecommerce platform and your access to developers and designers, you may need to outsource some of this work.

You can’t optimize what you don’t measure. The importance of analytics in digital marketing is akin to financial reports in business. Both are essential to keeping your website track performance.