A lot of marketing teams within companies that are selling on line think that they know how possible customers will search for their goods or services. Unfortunately their thoughts are often clouded or influenced by the rest of their industry and the keywords they opt for may be way off the mark. So although they could well get a page 1 Search Engine Placement listing for a chosen keyword, the fact that no customer is searching in that way 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 chosen word or phrase is unlikely, what we mean here is that the vast bulk of customers all use other terms to find the products online and if the firm is to make good money from internet sales this is what it should tap into.
Some companies have recognized this flaw 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 tendency for the chosen words to come very much from within the industry.
Asking clients what they did to find you is a great way of seeing things from the other side of the fence. Nevertheless it can be quite time consuming and sometimes a little frustrating for the customer, who merely 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 huge amount of time to get the amount of data needed to make an informed choice.
Although there is a cost involved, a good Search Engine Optimisation 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 assumptions at all about what words or phrases to opt for. By working through all your information and adding a high 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 expand 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 range gives the company and the Search Engine Optimisation Company the best possible chance of selecting 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 defectively at this stage the rest of the work involved, which can be quite costly, will simply be the the same as throwing money down the drain. So any business that can avoid the trap of thinking that they know how their customers behave on line will get the most from their speculation.