Search Engine Optimisation

What is SEO ?

What is SEO is a question asked by many who depend on the internet to sustain and grow their online business.

There is a substantial amount of material on SEO (Search Engine Optimization) available on the internet, most available free of charge after registering with personal details like name and email address.

Research shows that a whopping 89% of internet users search online before they buy a product, even when they intend to buy that product from a local business, while 92% use search engines to find information, with 59% of them doing it daily.

Of the daily search volumes, 46% are searching for information about products and services they intend to purchase.

What does that mean for you?

Most of your potential buyers are going to search online for information before making a purchase and for your website to have a chance of capturing some portion of this potential business your website has to be found in the first instance.

Understanding what people search for and how they search is the best place to start.

Identifying the keywords that resonance for your audience is the best place to start. Whatever you do don’t use the keywords you think are the right ones, perform keyword research that identifies the high value more frequently searched keywords using Google’ Keyword Tools in the first instance.

Don’t accept that Google’s Keyword Tools are accurate because they are not. By cross checking them with products like Keyword Spy and Wordtracker you will inevitably come to the conclusion Google’s numbers are inflated while Keyword Spy and Wordtracker will present you with other high value keywords that Google withheld.

Once you have identified the keywords and keyword phrases applicable to your product/service reverse engine this research by searching these keywords to confirm your target audience and the competitor activity your website page is going to compete against. Record the competitor URL’s and ensure you have a mechanism that tracks yours and your competitors Page Rank position against these keywords.

Remember if you don’t measure how on earth will you know if you are achieving the results you need. Position one on Page-One will always be your goal because this is the high traffic position.

Creating content incorporating these keywords will substantially increases the chances of your website connect with your target audience.

Common reasons the B2B market segment search are:

  • To solve a specific problem
  • To learn about a specific product or solution
  • To understand a product category and how it fits in the market

Common reasons the B2C market segment search are:

  • To find a product or service that has been advertised
  • To find the best deal
  • To find the business closest to their geographical location

Website page content will not work for all of the following so some consideration needs to be given the the webpage focus:

  • Awareness
  • Interest
  • Awareness-Interest
  • Consideration-Purchase
  • Post-Purchase
  • Re-Purchase
  • Research