A
fundamental job for anyone responsible for marketing is to understand your
customer and to make sure that the marketing tools you use speaks to the
customer in their language. However, on the web marketing has an added
dimension the website first has to be found! For the SEO professional
understanding the keywords and phrases that a potential visitors users is
critical to search engine optimisation. On the web this is called search engine
marketing and is fundamental to every search engine optimisation strategy. Once
you grasp how the potential customers searches for your product or service, you
can more effectively reach and keep these visitors. There are three main types
of searches:
Navigational
searches. This is when a user types in a specific website URL. Depending on the
type of website, these searches can lead to some high conversion rates.
Informational
Searches. This is when users are researching or checking out some information
such as local weather, directions or film. Informational searches involve a
huge range of research involving any product or service. Note that here there
is general low commercial intention.
Transactional
Searches. This can involve finding a local restaurant
, making a purchase online
or completing a task such as opening an account such as photoprinting.
Transactional searches have the high commercial value.
It
is really valuable to analyse not just the keywords or phrases that a potential
visitor to your website uses but the commercial intention. Whilst for a PPC
campaign youll want to target and test out the phrases with the highest
commercial intention (after all youre paying for each click whether it
converts or not) with search engine optimisation you will also want to target
informational queries. These are likely to generate more traffic to your site
and will be less competitive than high commercially intent phrases. Whilst this
aspect of keyword research can be done yourselves an SEO professional will
inevitably will have some of the SEO tools and experience to help you jump
start and monitor this process.
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