A lot of marketing teams within organisations that are selling on line think that they know how possible customers will search for their goods or services. Unfortunately their ideas are often clouded or influenced by the rest of their trade and the keywords they select may be way off the mark. So although they could well get a page 1 Search Engine Placement listing for a particular keyword, the fact that no customer is searching on that basis means that the page 1 listing is valuless as no traffic will flow from it to the business website. We say “no” traffic at this point, the chances of absolutely no one using a particular word or phrase is doubtful, what we mean here is that the vast bulk of customers all use other words to find the products online and if the firm is to make good money from internet sales this is what it must tap into.
Some firms have recognized this limitation in their Online Marketing and have tasked the relevant team to brainstorm the whole product line trying to come up with the layman’s words for all of the things they offer. This is a step closer to getting a much more useful list of keywords, although here there is still a propensity for the chosen words to come very much from inside the industry.
Asking clients what they did to find you is a good way of seeing things from the other side of the fence. Nevertheless it can be quite time consuming and sometimes a little irritating for the customer, who just wants to make his purchase and leave the site, rather than filling in even the smallest of questionnaires. The other issue with this type of selection is that it will take a large amount of time to get the amount of information needed to make an informed choice.
Although there is a cost involved, a good Search Engine Optimization Company can add a lot at this stage in the game. They are used to working with many different industries and product lines and will make no guesses at all about what words or phrases to select. By working through all your ideas and adding a decent number themselves they will produce the start of a comprehensive list. This can then be pushed through one of their internet tools in order to swell the list massively and to incorporate details of how many people are searching for each phrase or word on the list.
Making a choice from this expanded collection gives the company and the Search Engine Optimization Company the best possible chance of picking not only some of the most popular keywords but also some of the ones that have the least competition on the net.
This process of identifying keywords is the most crucial of all in the online marketing process. If it is done poorly at this stage the rest of the work that follows, which can be quite costly, will simply be the equivalent of throwing money down the drain. So any organisation that can avoid the trap of thinking that they know how their customers act on line will get the most from their speculation.
