The Importance of Keyword Research
In the same way that location is very important to a retailer, so too is location, in the keyword sense, to a business online.
A retail business’s success depends on having access to a constant flow of good quality traffic (shoppers) who are ready to spend money. For this reason many retail outlets have historically been located on busy high streets up and down the country because the psychology of the person that is visiting the high street is that they are mainly there to spend money.
The internet works in a very similar way except people searching online use “keywords” to locate what they are searching for. So, understanding keywords and the psychology of people when they type in certain “long-tail” keywords is important.
Keywords are the route by which customers get to your business. While it is important to position your business on a high traffic route, it is equally important to know which traffic (i.e. type of keywords) will benefit your business most. To put it another way, I am sure you would prefer to have customers that are actually looking to buy the goods and services that you offer rather than customers who are simply browsing and not intent on buying at that moment in time.
Therefore, its an important consideration for your business, if you want to attract more prospective customers to your business, to understand the type of keywords that will attract the kind of customers that are more likely to buy from you, thus ensuring good quality traffic flows and increased business turnover.
To help us to achieve this aim, before we do any keyword research, we first learn about your business, your market and your competition. Some of the questions that we may ask you for example, are:
- Who are your customers (i.e. what type of customer looks for your goods/services)?
- What value or benefit does your service give to your customers (or perceived value)?
- To your understanding what problems does your product or service solve for your customer?
One objective of our keyword research is to identify from the products or services that you offer (if you offer more than one), which particular product or service produces the greatest profit. We then prefer to target those potential customers that are more likely to interested in that particular product or service or order to achieve the highest return on your investment from our services. This also helps us to identify and eliminate marketing activities that may not produce the best return on your investment.
We hope that our explanation above has helped you to understand the importance of keyword research in online marketing. Simply put, if you don’t understand what words or phrases your potential customers are using to search for your service or product, you will never be able to accurately target them. You may be able to make a reasonable guess and get some buying traffic, but through our keyword research we take out much of the guess work by analysing your product, your market and your website statistics, to make an informed assessment of the types of keywords and phrases that are being most used by your customers to find your business online and to buy your goods or services. We then target those keyword phrases to drive more good quality traffic to your business using a variety of marketing resources available to us to increase your bottom line.
This can be a complicated process, involving a lot of data crunching. Fortunately, we have the necessary knowledge and proprietary software to do this for you and deliver it to you in an understandable format that you can actually use to help your business to generate more online sales.
Our understanding of keywords and the psychology of the consumer is pivotal to our success in internet marketing. We can help you today to improve your online success and start to get better quality traffic going to your online business. Give us a call today on 0333 344 1107 for an informal no obligations chat on how we may be able to help you.
