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Why optimise for search engines?

  • SEO is a high return marketing investment.
  • It is about the words that searchers type into a search box.
  • Add keywords to web pages that will increase search rankings.
  • Keywords tell search engines what the page is about.
  • Search engines index and rank pages according to keywords.
  • Get more organic traffic from search engines to web pages.

Statistics

  • Top 3 positions get  50% of clicks
  • Attention drops off as users scroll down
  • 18% Click through rate for rank (1)
  • 10% Click through rate for rank (2)
  • 7% Click through rate for rank (3)
  • 1% Click through rate for rank (10)

Long Tail Keywords

  • Long tail keywords are 70% of the bulk search volume.
  • Long tail keywords are a large volume of less-searched keywords.
  • Long tail keywords converts 2.5 times better than head keywords.
  • Long tail keywords can catch people later in the conversion cycle.
  • Long tail keyword searchers are often ready to buy.

Which keywords to target with SEO

  • Keywords have different search volume trends
  • Seasonal events impact on user intent and trends
  • SEO involves ongoing research, experimentation and improvement.
  • Some keywords result in more traffic that never converts.

Research

Do extensive research about keywords. Research the keyword demand to attract the right audience. Keyword research can predict changes in demand - pivot products, services and content to what the audience is actively seeking.

Select keywords for the main subject and sub categories of pages

  • Are the keywords relevant?
  • Are they head or long-tail keywords?
  • Will searchers find what they look for?
  • Will searchers like what they find?
  • Will the traffic be lucrative?

Research tools

Different tools and online resources can help us to gain insights about keywords.

Other SEO Tools

  • Google Webmaster Tool: In the crawl section select “Fetch As Google” which indexes the site very fast.
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