Destination Customers!
The first steps we have taken with our holiday client to get their site ranked well in the search engines is to identify the correct keywords and phrases to target. Sounds simple! but there is always a good amount of too-ing and fro-ing to acheive the perfect set of phrases, and even then we will always end up tweaking the final list as the optimisation process moves forward.How do we approach this? the first thing we always do is to get the client to tell us what they believe to be the perfect keywords and phrases for their business. This always produces a list that includes their key products or services, some words that they associate with their business and quite often a lot of jargon. Though many of the terms and phrases that a client thinks their customers will use are actually never entered into any search engine, it is vital that we get this understanding of how they perceive their business.
What next? We then start to look for similar or related terms that are entered into the search engines. This is done using keyword research tools, the free overture keyword assistant and the Google adword tools. This gives a good selection of terms that are being entered, and often we will also throw in keywords and phrases that we think we would use to find this sort of client.
This results in a huge list that we then have to narrow down to the optimum phrases. We do this in two ways. One is to discount phrases that have a low search rate, but are very competitive as this will result in a lot of work for little return. We then ask the client to review the list and strip out the phrases that they think may bring the wrong sorts of enquiries or a high volume of low profit enquiries. This then leaves us with a list of target keywords and phrases.
The next step is then to look at how the site ranks at the moment for these terms. Why? This gives the customer a benchmark, it highlights to us where the work is required most and we are nosey!
Labels: SEO
posted by intheopen @ 9:15 am
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