INTELLIGENT KEYWORD RESEARCH
Enhanced Keyword Research
Some companies may think “We‟re already ranking well on Google for keyword X.”
The question is, What is the real commercial value in ranking well for keyword X?
- Are many people searching for this keyword?
Little volume means little value.
- How many of those that are searching are genuine prospects for your business?
Example: someone searching on the keyword “electricity” might be doing a school project, someone searching for “electricity supplier” is much more likely to be looking to switch, and someone searching for “electricity supplier <location>” is a well qualified, ready to buy prospect. The potential customer is on advanced buying cycle.
- Where in the decision making cycle is the person who uses this term?
Example: a search on the keyword “investing” is likely to be in the early stages of research. While nice to have them come to your site, a person searching on “safe investment options for retirement” is clearer about their needs and is much more likely to ready to invest – or buy services. - Search Funnels
Customers often perform searches by typing related keywords in specific sequences. It’s important and can save time and budget to analyse the customers’ search sequences. For example, you can learn how many people search for BMW and then search for Mercedes Benz, Audi, and other Car brands. - Would you prefer to optimise your website for a higher number of searches or for a more advanced buying cycle?
Example. If you were on Travel industry, would you prefer to optimise your website for the keyword Travel (over 150million searches a month) or Tour (over 68million searches a month)?
4 C’s
The ability for a website to rank well is dependent on four things:
1. Credibility
a. A search engine will not present your website in a high ranking position if it does not have confidence in your credibility. The last thing they want is to present an unscrupulous site to their users.
b. A number of SEO tactics combine to maximise your Credibility.
2. Clarity
a. Even if you have credibility, the search engine needs to be clear on what your site is about before it can rank the site for specific keywords.
b. Clarity can be improved with a number of onsite and offsite tactics.
3. Competition
a. Your ability to rank is, of course, impacted on by the quantity and quality of the competition for any given keyword.
b. Intelligent competitive analysis allows us to understand the investment required for direct competition and the potential for guerrilla marketing if needed.
4. Currency
a. Search engines prefer well established websites. They also prefer websites that are current, fresh, up-to-date.
b. An effective long term SEO strategy will comprise a process for ongoing site updates for currency.
OPTIMISATION AND MAXIMISATION
In reality, optimisation is more than just a position in a search engine’s rankings.
It’s about getting the prospect to click on your listing and come to your website.
We often see websites with a high ranking for selected keywords but poor maximisation that results in lower overall visitors than would be possible.
ONGOING
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WEBMASTERS TOOLS
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OTHER SEARCH ENGINES
Page coming soon.
LINK
Page coming soon.
ROI
Page coming soon.
