The other day I wrote about ‘What’s in it for me?’ and hot prospects. It led to an interesting conversation, which in turn, led me to realising I should have spun the benefits out a little further.

The point I found myself making was as follows. You must let go of your prejudices about what your prospective customers are expecting. Your key phrase discoveries are acting as very valuable market research. They’re telling you what people are looking for in your market segment.

So if the findings are not wholly in line with your expectations, you should listen closely to what people are telling you about their needs through the searches they’re actually making.

Follow what your potential customers are telling you and you’ll get a better, more effective Web site.