Netleadz

Many businesses have become reliant on search. They either spend top $$$ on paid search or endless hours optimising to achieve those business relevant top rankings on Google and other search engines. However what happens when you achieved those top #10 rankings that drives traffic to your site?

Don’t assume search volume converts into traffic to your site

Assuming you have done your keyword research and you have optimised your site for search terms which are highly relevant to your business, the click through rate (CTR) should be high? At least 10% – 20% of the total traffic estimated for the targeted keyword if you achieve #1 ranking. If not you better improve your page titles and descriptions so they correlate with the searchers terms used and their intend.

The same logic applies for paid search (Adwords) too. Titles and descriptions need to closely match the searchers intent otherwise you won’t get the click even if you command top advert positions. Obviously with Adwords you only pay for clicks you get but that does not make it right to loose possible traffic that could convert.

Most searches are informational

With roughly 90% of all searches either informational or navigational, transactional searches are less than 10%. In plain English this means most people looking for information rather than buying a product or service. If your site is purely informational, not selling anything, searcher intent is less of an issue. However most sites these days have some kind of commercial purpose, hence CTR are important for both natural and paid search.

Focus on searcher’s intent

The trick is to appeal to searchers intent, get them to your website and than convert to a sale or a lead with compelling content and offers. Both your page titles and descriptions play an important role in this process. Both are shown together with your URL on the natural search result page or in you paid search ad. If you can match searchers intent with you brief summary of your offering you will be guaranteed a high CTR.

Optimise page titles and descriptions

For example if a person searches for ‘compare Audi A4 models’ you will achieve higher CTR if you have following title and description:

Spending some time understanding intent and defining page titles and descriptions accordingly will lead to higher CTR. Searchers will find your listing more relevant to their search and will be more likely to click on your listing. The first step towards conversions and a transaction.

Don’t waste your search traffic, natural or organic. Search volume alone won’t get you transactions.

Benefits of Search Engine optimisation to B2B companies

Why should you adopt a search marketing strategy when your company is operating in a B2B market?

Firstly, being on page 1 or even #1 position on Google or on any other search engine underlines your industry leadership. This applies to all businesses, even if your business supplies very specific niche products, services, software or applications.

Research into B2B search engine marketing is still limited. However a recent study showed that nearly 75% of people searching for B2B products and services clicked on an organic search result first, leaving top-sponsored links in second with 12% and side sponsored links in third with 7% of clicks. The research mirrors findings in the B2C sector, where nine out of ten people click on organic search result.

It is evident that your business is loosing out if not found through natural search. In addition to the obvious benefits of generating more enquiries and leads there are number of other reasons why you should rank well for natural search:

Increase Search Engine Visibility
Anybody searching for specific products and services online clearly shows intent. They are looking for product / service specific information and key vendors. Make sure you are visible during the purchase cycle, especially when the search for your products and services happens.

Build Brand & Recognition
Strong organic search results (high rankings) for your product and service specific search terms will result in your brand being associated with these search terms over time. You have to view natural search engine marketing as an investment in long-term brand building. Brand awareness and brand recall strength will increase, as your ranking remains high over time.

Enhance Credibility and Legitimacy
Search Engine, in particular Google are increasingly viewed as authorities, when it come to referring trust-worthy companies. High search engine rankings will underline your company’s credibility and legitimacy.

Eliminate risk
Risk plays a huge role in the B2B purchase decision process. Accordingly, potential B2B buyers look for industry leaders with proven track records, strong reputations, and focused expertise. These factors can often outweigh the best features and benefits. Keep in mind those who influence large purchases aren’t just making a decision that can affect the company, they’re making a decision that can affect their career. A strong online presence and high rankings in search engines for relevant search terms will underline your industry leadership.

Build Asset Value
Search Engine Optimisation is not only an investment in the value of your domain name or your website but also in your business as a whole. You should view your investment in sustainable high rankings in line with investing in staff, quality location and other technology.

Transmit Competitive Edge
Outranking your competitors will also send a simple, but powerful message to your potential customers: If you have better search engine ranking than you competitors, you must be better in what you do too.

Finally:
Don’t forget if you don’t take actions, your competitors surely will. Next time you search for your products and services you might find them in top position.

R|Mail

What is Keyword analysis?

Keyword analysis follows keyword research and has the purpose to understand your potential online audience. It is an essential step in any search engine optimisation (SEO) campaign and in a way defines the search engine optimisation definition. Keyword analysis and optimisation is a lengthy process with the end result of finding important keywords and important keyword phrases for your business. It is all about finding the best website keywords and done correctly results in a clear understanding of terms and phrases searched for by potential customers for your industry, business, product or service. Done wrongly you might get traffic but no conversion.

Keyword analysis also highlights potential business niches, assesses the competitiveness of relevant keywords and analyses the use of required keywords by competitors.

What is Keyword research?

Keyword research is the foundation to a successful website and the essential starting point for any search engine optimisation (SEO) campaign. Keyword research and optimisation is a lengthy process with the end result of finding important keywords and important keyword phrases for your business. It is all about finding the best website keywords and done correctly results in a clear understanding of terms and phrases searched for by potential customers for your industry, business, product or service. Done wrongly you might get traffic but no conversion.

Keyword research also highlights potential business niches, assesses the competitiveness of relevant keywords and analyses the use of required keywords by your competitors.

What is a Search Engine Strategy?

An effective search engine strategy aims to balance campaign cost, traffic quality and traffic quantity. It is very easy (and very common) for companies to waste a lot of money optimising their website for the wrong key terms or targeting keywords that generate no traffic. Development of an effective search engine strategy will help achieve objectives and minimise the cost.

Search engine strategy also deals with the right approach to your website content creation, content structure and inbound link building specifically for your business. Where content creation and content structure can be a one of effort, inbound link building is an ongoing one, requiring a lot of attention to details and a very good understanding on how search engines work. It is always best to get search engine optimisation specialists involved at an early stage.

Any SEO strategy would also include a keyword research and analysis to help identify which search terms and key phrases are the correct one to target for your specific business, product or service. It is very important to take the path of ethical search engine optimisation when appointing your search engine optimisation specialists

What is a content gap analysis?

A content gap in the context of search engine optimisation marketing is informational content related to your business, product or service that could be published on your website and that has people actually search for. Web site content management is essential and it is important to understand that there are literally thousands of people searching every day with keyword phrases that you had never thought about using on your website.

A content gap analysis takes a demand driven approach, analysis where there is specific demand for information related to your business. Closing the content gap and directing relevant traffic to your site could generate new leads. Content gap analysis contain Keyword research and Keyword analysis.

Keyword research and Keyword analysis are the foundations to a successful website and the essential starting point for any search engine optimisation (SEO) campaign. Keyword research is a lengthy process, however done correctly results in a clear understanding of terms and phrases searched for by potential customers for your industry, business, product or service. Keyword research also highlights potential business niches, assessed the competitiveness of relevant keywords and analyses the use of required key competitors.

What is a service sales opportunity analysis?

In a nutshell, a service sales opportunity analysis is researching how many people are actually searching for the services you are offering or planning to offer. A service sales opportunity will give you an understanding of online demand before you launch your service or build a new website or commission new webpages. It is important to understand that there are literally thousands of people searching every day with keyword phrases that you had never thought about using on your website. Equally you could be marketing a service online nobody ever searches for, wasting time and money.

A service sales opportunity analysis can be part of a full keyword research and analysis should this be required. Understanding online demand will also provide vital intelligence on real demand as more and more people search the Internet before they buy a service.

Keyword research and Keyword analysis are the foundations to a successful website and the essential starting point for any search engine optimisation (SEO) campaign. Keyword research is a lengthy process, however done correctly results in a clear understanding of terms and phrases searched for by potential customers for your industry, business, product or service. Keyword research also highlights potential business niches, assessed the competitiveness of relevant keywords and analyses the use of required key competitors.

What is a product sales opportunity analysis?

In a nutshell, a product sales opportunity analysis is researching how many people are actually searching for the product you are offering or planning to offer. A product sales opportunity will give you an understanding of online demand before you launch your product or build a new website or commission new web pages. It is important to understand that there are literally thousands of people searching every day with keyword phrases that you had never thought about using on your website. Equally you could be marketing a product online nobody ever searches for, wasting time and money

A product sales opportunity analysis can be part of a full keyword research and analysis should this be required. Understanding online demand will also provide vital intelligence on real demand as more and more people search the Internet before they by a service.

Keyword research and Keyword analysis are the foundations to a successful website and the essential starting point for any search engine optimisation (SEO) campaign. Keyword research is a lengthy process, however done correctly results in a clear understanding of terms and phrases searched for by potential customers for your industry, business, product or service. Keyword research also highlights potential business niches, assessed the competitiveness of relevant keywords and analyses the use of required key competitors.

What is Sales Lead Generation?

Poorly qualified sales leads followed up by your sales people can be an expensive waste of your time. Have you ever considered to use your website for sales lead generation? Online lead generation is a very low cost way to receive, qualify and process sales leads.

It is important to remember that there are literally thousands of people searching every day with keyword phrases that you had never thought about using on your website. Some of these searches can be matched to products or services offered by your business generating good conversion and can be turned into actual sales leads without a large investment. There are thousands of online sales opportunities, you just don’t know about them. Search engine optimisation and online marketing will help get these sales opportunities.

What is a Link Building Service?

The success of your website in gaining high visibility in search engines and in receiving large numbers of relevant visitors is heavily influenced by the incoming links to your site from other 3rd party websites. When assessing the importance of your site, which directly affects your rankings, the search engines look closely at your incoming links. Equally real visitors can follow links from 3rd party websites to yours and end up doing business with you as a result. Link building is difficult and is best left to a link building service provider.

Link building is an essential, and often the most challenging element in the development of your specific website traffic. Link building requires knowledge, effort and creative thinking as there are a number of possible ways of getting quality links. Quality links are hard to come by for some of the more competitive search terms but depending on your business-, product or service niche there are a number of effective ways of getting inbound links from quality, related sites beyond exchanging reciprocal links or buying one way links. Netleadz offers link building services UK and worldwide.