Looking beyond keywords in search engine optimisation (SEO)

While using popular keywords in your webpage, meta tags and your main content is important for search engine optimisation (SEO), it may not help in boosting the number of sales leads generated from your website. The web is more interactive than ever before and hence websites need to talk in the language of their key customers rather than please the majority of web-visitors through market driven keywords.

As online business models mature and its popularity soars, people tend to get attracted to those websites whose content is focused on their niche interests rather than a broad set of popular offerings. Website owners need to build content that is aligned to the interests of their targeted customers more intimately than their competition. Websites today are used to enhance quality of life rather than merely informing.

Website owners need to proactively use evolving customer behaviour cues that make their websites enduring allies of their customers. For example a car rental website needs content on ‘a free airport pickup and drop facility, post a website enquiry log-in’ along with the car rates/types and convenient showroom locations. This is because customer research told the business that many customers feel this is a key pain point addressed by your business and could be the main brand differentiator. With this kind of website content your sales conversion rates will soar as your website becomes a ‘leading sales-person’ rather than being a mere brand information tool.

Leveraging Long tail search terms

The long tail search terms are the hundreds of keywords / phrases that a business exists for, yet are rarely exploited. On examining the referrals from search engines and the web-traffic they generated, it was found that by simply focusing on the top 10-20 terms we may miss the majority of our targeted market audience. Recent web-traffic analysis suggests that the top 10 key-terms do provide a lot of web-traffic, but not nearly as much as the sum of all the specific and less known terms/phrases after the top 10 or 20 keywords / phrases.

Simply add up those key phrases that refer 1-3 visits in a month, and chances are, their results will add up to more total visitors than those pulled in by the top terms. More and more web-businesses are finding this to be true as majority of their sales /leads are generated from these lesser tracked phrases. In reality the length / total number of these low number referred terms outnumbers the height / the total of top 10 key-terms.

In today’s world online business, customers are won by these little known groups of terms that may result only in a single visit, but number in many thousands. These terms accurately align your website content with your niche market segments’ specific needs, with well differentiated offers.

In a recent website traffic analysis it was found that the top 10 key-terms did attract over half of the site’s overall search traffic. However, when looking at the sales generated by these search terms it was found that only 18% of conversions were from the top 10 key-terms/words.

Conversely, 82% of the conversions were from the hundreds of other search-terms outside the top 10 search-terms. Thus 80/20 rule worked in reverse, providing a ‘sweet spot of opportunity’ in the long tail of key-terms.

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