A lot of marketing departments within companies that are selling on line think that they know how prospective customers will search for their goods or services. Unfortunately their ideas are often clouded or prejudiced by the rest of their sector and the keywords they opt for may be way off the mark. So although they could well attain a page 1 Search Engine Placement listing for a particular keyword, the fact that no customer is searching for that word means that the page 1 listing is insignificant as no traffic will flow from it to the company 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 majority of customers all use other phrases to find the products online and if the company is to make good money from internet sales this is what it needs to tap into.
Some companies have recognized this limitation in their Online Marketing and have tasked the appropriate team to brainstorm the whole product line trying to come up with the layman’s words for all of the things they provide. This is a step closer to getting a much more useful list of keywords, although here there is still a inclination 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. On the other hand it can be quite time consuming and sometimes a little annoying for the customer, who basically 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 massive amount of time to get the amount of information needed to make an informed decision.
Although there is a cost involved, a good SEO Company can add a lot at this point in the proceeding. They are used to working with many different industries and product lines and will make no presumptions at all about what words or phrases to opt for. By working through all your ideas and adding a high number themselves they will produce the start of a full list. This can then be pushed through one of their internet tools in order to develop the list massively and to include details of how many people are searching for each phrase or word on the list.
Making a decision from this expanded selection gives the company and the Search Engine Optimisation Company the best possible chance of picking not only some of the most popular keywords but also some of the ones that have the lowest competition on the net.
This process of identifying keywords is the most critical of all in the online marketing process. If it is done defectively at this stage the rest of the work done, which can be quite costly, will simply be the comparable to throwing money down the drain. So any business that can avoid the trap of thinking that they know how their customers act on line will get the best from their speculation.
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