No matter how small your business is, you probably already understand the importance of having a clear and well-structured website to inform potential customers about your products or services. If you’ve done some thorough background research you’ll also be aware that, in order to find your site, visitors need to be guided to you by the search engines, including Google, Yahoo and Bing.
The key thing to remember
Regularly updated content and high-quality link to and from your website are important in achieving those all-important search engine rankings, but its keywords that the web crawlers are really looking for. You need to have your chosen keywords woven into the text of your webpages and crafted into the meta data that remains unseen by your visitors, but is highly visible to the web crawlers.
It sounds easy enough, but when you consider the sheer volume of internet users it quickly puts things into perspective. According to Statistic Brain a staggering 5,740,000,000 searches were made on Google every single day during the course of 2014.
With so many searches taking place, hoping that your keywords are going to stand out above the rest seems a futile exercise. What is required is a greater understanding of the keyword phrases and search terms that your prospective customers are most likely to tap into their search boxes.
Generally speaking, it pays to call in the experts, who have years of training, knowledge and understanding of the way search engines work, and the best way to attract high-quality leads. Hiring the services of an adwords consultant in London wont blow the budget but it could seriously boost your profits, so consider it as money well spent.
Some companies, such as elevate digital marketing can do a thorough search of the terms that your competitors are using and ensure that your company has the edge, through the use of carefully crafted long-tail keywords.
They may sound like an exotic species, but long-tail keywords are longer phrases usually three or more words which are most likely to mirror the search terms that potential customers type into their search engines. When combined with a well-chosen PPC (Pay-Per-Click) campaign, this can raise your business profile considerably, attracting not just idle visitors, but actual customers who are eager and ready to make a purchase.
For those keen to understand more about how long-tail keywords increase your chances of making a sale, Shopify provides a clear explanation. It shows you how to utilize Googles own keyword planner in order to identify suitable phrases, but bear in mind that your competitors may well be going down this route, so you may fail to drive your site up to the coveted top spot in the rankings system.
Also keep in mind that PPC advertising is worth every penny when crafted to perfection, driving high-quality leads directly to your business. Done incorrectly, however, this is a marketing campaign that could cost you dearly if you find yourself paying for visitors who leave without making a purchase. So choose your keywords with care!