Keyword Research by BIG GUN Digital...
Keyword Research
Do you know what people would type into a search engine to find your products and or services? The chances are you have a relatively good idea but in reality the list could be endless.
Since search engines were introduced the length of the search term used (keyword / key phrase) has evolved steadily from just one or two words to anywhere between three words and a full blown sentence!
This is due to the fact that people are getting more and more demanding from search engines. They want the results that they see to be more and more specific to their requirements and generally speaking one or two word search terms can still throw back some pretty irrelevant search results!
Take the industry of marquees for example.
What would you type into a search engine in order to find a company that could supply you a marquee for your special occasion?
Using the word 'marquees' will return lots of directories which means that you may have to perform yet another search once you have clicked on your chosen listing. Once in the directory you also have no way of knowing if they are showing you impartial results or whether they have some internal structures which mean they only recommend 'preferred partners'.
You will also notice search results for buying marquees which may be irrelevant due to the extra costs and skills of construction required.
Solution - Go more specific
Because the search term is so ambiguous you will also notice that the majority of companies on the first page for 'marquee hire' are based in London or the other big cities. Which may then mean you are paying a premium for their travelling expenses.
Solution - Use a geographic location in your search term.
Also when not defining the type of marquee you are after you may waste time viewing companies who only work with Chinese hat marquees and Pole Marquees when its a Framed Marquee that you really need.
Solution - Use the type of marquee you wish to hire in your search term.
The natural evolution of the search term
This should then whittle out all the companies who offer marquees to buy, do not serve High Wycombe and do not work with framed marquees leaving you with direct access to a company or two who can fulfil your requirements.
The benefit of having your company at the top for specific searches like these as opposed to the broader ones is that your conversion rates will dramatically increase. After all you will be helping the search engines provide very relevant search results that satisfy their users and for this you willbe rewarded with a high ranking position!
At Big Gun Digital we assess the products and services that you have to offer and ensure that we use the right keywords to bring you targeted traffic. We can investigate search volumes for each keyword / key phrase and discover trends such as an invrease in searches over the last few years or maybe seaonal trends that can be utilised with targeted pay per click (PPC) campaigns.
Once your keywords have been decided upon a specialist strategy should be implemented and maintained throughout the site and specifically to each individual webpage.
Optimize for the wrong keywords and you will suffer from a high bounce rate, low traffic volumes and poor conversion levels.
