Keyword research often seems to get overlooked when talking to clients or even other specialists operating in related fields it seems. Generating traffic and a buzz about a site is one thing, but it's always preferable to deliver higher quality targeted traffic for business. Of course generating referral traffic from a site that is related to your own will generate a certain level of quality traffic, but how about generating quality traffic from search engines?
The keyword research process can be a long and drawn out one and should always be carried out before commencing on an SEO campaign. Sometimes it can take months to get the correct list, test the list and prove the list prior to the next stage of SEO taking place. This has been the case with a couple of recent clients: their business models are both b2b based, one being services the other product led. Both share a long and drawn sales process, which should be taken into consideration at the keyword research stage. The keyword research needs to capture those performing searches who are both looking for the product / service in question and as importantly, at the right stage in the sales process to convert.
Although producing a long and seemingly relevant keyword list can be quite straightforward, it can take time to understand the nuances of industry terminology. This needs to be discussed and debated with the client(s) to try and get inside the head of those performing the searches, would they use professional terminology, or a more laymans approach for example?
The point of this is to deliver quality traffic to the site, which then assists with the on-site conversion, assuming it is a commercial based site.
Click Insight is a Cheltenham SEO Consultancy.
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