By ranking highly for keywords within your business niche, you are more likely to get the search engine user to click through onto your website. This is not just about driving visitors to your website though; more importantly is the type of visitor who will be clicking through to you. Because the users are inputting the keywords themselves, this is in turn a signal for what their intentions are.
Let's take an example here: if you type in "Ford Dealers in St Louis MO" , then we can discern several things from this search. First off, the searcher is looking at Ford's, which narrows down the field for car buyers and sellers. The second major thing we can discern is that the searcher has specified a location, 'St Louis MO' which means they are now actively looking for a dealer where they can transact the business. This would be a good quality keyword to go after for a Ford dealer in St Louis looking for qualified web visitors to come to their website.
This helps to make it clear why you have to be so meticulous with your keyword research. You are not just looking to rank for some keywords, but in fact your keyword selection is creating a net for the potential prospects looking to buy from you. The important thing to bear in mind here is that you have to try to get into the mindset of your prospective visitors. By thinking about what they are going to actually type into a search engine, you stand a much better chance of actually capturing their interest and more than this, of uncovering new and lucrative keyword terms to gun for.
Once you have a short list of keywords, your next step is to look at how easily it will be to get them high rankings. For some terms, the level of online competition is just going to be too high to be worthwhile spending time and money on. You should concentrate on those terms where there is low-hanging fruit to get the biggest bang for your buck.
By evaluating the competition, you are able to make a cost benefit decision on which keyword terms you stand a good chance of ranking for without expending your entire budget. Ranking for keywords is not a mystery - it is a mathematical event - but you have to be sensible in choosing which keyword terms to go after so you do not throw your money away on trying to gain rankings for terms which everyone else is trying to go after too. That is simply a road leading to nowhere.
Once you have chosen keywords to actually try to rank for, you now need to optimize the website for these keyword terms. This is known as onsite optimization, or onsite SEO. A major component will be creating the content in an optimized fashion so that your keywords are judiciously placed around the website. In addition, there will be other tasks that need to be handled, such as titles, tags and meta descriptions amongst many others.
The final stage is to perform offsite optimization of offsite SEO: a primary work task here is to build backlinks which point at your website. By increasing the number and quality for the links coming into your website, you are increasing the chance that search engines will rank you even more highly for those terms. While onsite SEO is concerned with designing the race car, offsite SEO and link-building is about putting the gas into the tank to fuel it.
What is the result of all this effort? Simple - high rankings bring you reduced costs for generating leads, typically at a fraction of the costs of your other channels and activities. In addition, leads are already pre-qualified because the searcher is telling the search engine what they want - why else would a searcher click through to come to your website unless they were already interested in what you are selling! All of this equates to a higher ROI for those who invest in search engine optimization.
Let's take an example here: if you type in "Ford Dealers in St Louis MO" , then we can discern several things from this search. First off, the searcher is looking at Ford's, which narrows down the field for car buyers and sellers. The second major thing we can discern is that the searcher has specified a location, 'St Louis MO' which means they are now actively looking for a dealer where they can transact the business. This would be a good quality keyword to go after for a Ford dealer in St Louis looking for qualified web visitors to come to their website.
This helps to make it clear why you have to be so meticulous with your keyword research. You are not just looking to rank for some keywords, but in fact your keyword selection is creating a net for the potential prospects looking to buy from you. The important thing to bear in mind here is that you have to try to get into the mindset of your prospective visitors. By thinking about what they are going to actually type into a search engine, you stand a much better chance of actually capturing their interest and more than this, of uncovering new and lucrative keyword terms to gun for.
Once you have a short list of keywords, your next step is to look at how easily it will be to get them high rankings. For some terms, the level of online competition is just going to be too high to be worthwhile spending time and money on. You should concentrate on those terms where there is low-hanging fruit to get the biggest bang for your buck.
By evaluating the competition, you are able to make a cost benefit decision on which keyword terms you stand a good chance of ranking for without expending your entire budget. Ranking for keywords is not a mystery - it is a mathematical event - but you have to be sensible in choosing which keyword terms to go after so you do not throw your money away on trying to gain rankings for terms which everyone else is trying to go after too. That is simply a road leading to nowhere.
Once you have chosen keywords to actually try to rank for, you now need to optimize the website for these keyword terms. This is known as onsite optimization, or onsite SEO. A major component will be creating the content in an optimized fashion so that your keywords are judiciously placed around the website. In addition, there will be other tasks that need to be handled, such as titles, tags and meta descriptions amongst many others.
The final stage is to perform offsite optimization of offsite SEO: a primary work task here is to build backlinks which point at your website. By increasing the number and quality for the links coming into your website, you are increasing the chance that search engines will rank you even more highly for those terms. While onsite SEO is concerned with designing the race car, offsite SEO and link-building is about putting the gas into the tank to fuel it.
What is the result of all this effort? Simple - high rankings bring you reduced costs for generating leads, typically at a fraction of the costs of your other channels and activities. In addition, leads are already pre-qualified because the searcher is telling the search engine what they want - why else would a searcher click through to come to your website unless they were already interested in what you are selling! All of this equates to a higher ROI for those who invest in search engine optimization.
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