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So you’ve boosted your visibility in the search engines through effective on-site and off-site optimisation. But why aren’t your sales rocketing?
What SEO cannot do is encourage customers to buy products or services for which there is little demand. It is not a substitute for research into the marketability of products or services.
Equally, you may be listed high up in the search engines, but for search terms that no one uses! We advise that keyword research is carried out before you embark on your SEO strategy to ensure that you are targeting the optimum keywords.
Targeting the best keywords
A successful SEO strategy is not necessarily about targeting the broadest, most popular search terms. It can be far more effective to optimise your site to rank highly in the search engines for more specific terms. You may get fewer overall clicks, but it is likely that those who click on your listing in Google will be more qualified prospects, because they have given more thought to what they are searching for.
Research shows that the average number of keywords that an individual user types into the Google search box is now 3-4 words rather than 2-3, as was the case 4 years ago. In other words, users are getting savvier about searching, they are finding ways to get round the information overload, and they are recognising that adding an extra word to their enquiry will limit the number of results returned and is more likely to take them to a site that is relevant.
So for example, an au pair agency may get a higher ratio of conversions by ranking well for ‘au pair London’ rather than ‘au pair’ because almost all the people who click on websites listed for the former enquiry are going to be prime customers.
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