What you need to know
Little Big Voice has a broad range of SEO clients and we work uber hard to ensure that we offer the very best in terms of advice and guidance on Search Engine Marketing.
We often get asked many questions about SEO and over the past few years we’ve seen every type of business from ecommerce through to consultancy so we thought it was about time to write a blog in an effort to give clients and new readers a chance to understand keywords and SEO campaigns.
All good blogs of this nature need some kind of case study of course, so for the purpose of demonstration let’s assume that you’re a gift retailer in London and start from there.
The first thing we might want to look at is what keywords you need to rank well for in the search engines.
This might be a number of things – such as category specific products like ornaments, flowers, picture frames or it may be more general and include things like gifts for men, gifts for women, unusual gifts, funky presents etc.
Depending on what kind of budget you actually have and the in-house resources you may have then you have to be realistic about what can be achieved. A good Search Engine Marketing company will tell you how it really is and won’t make any false promises or guarantees of any ‘speedy’ SEO results. In fact, should someone do this walk the other way.
So how can I work out what the best keywords will be?
There are billions of web pages out there and you only need to search for a few terms to see what kind of competition you have.
It is a bit of a maze and that’s why a Search Engine Marketing professional is always recommended as they will know the kind of things you won’t find in a book.
See below our search for ‘gifts for her’ example to see that there are 369,000,000 pages!
So you’ve seen some competition, now as a keyword you need to work out whether you’ve got a budget that will cover that kind of competition or whether you have more specialised products that you may want to rank for that will put you at an advantage.
The age of your domain will also make a difference. Remember that a new domain has a lot of work to do (probably months in fact) before it’s going to start seeing decent organic traffic results. In fact it’s something that many people don’t realise with Search Engine Marketing. They want instant results but won’t usually get that without a bit of hard labour.
Bigger brands will always get better results than you so it’s not always worth trying to compete with them. Their sites have thousands of pages usually, so time will be the teller here. Again, better to define your unique selling points and use those to gain traffic to a more bespoke market and build upon that moving forward.
You are not only competing with others on a selling level either. There will be plenty of ‘how to’ articles, suppliers and manufacturers, as well as bloggers and indeed anyone else that has some kind of website presence that has a link to what you do, so it isn’t going to be easy.
Get good advice
Your Search Engine Marketing company will be able to tell you where to start and what you should be focusing on.
They will also hopefully help you define what your initial keywords will be and work with you to develop new ones and expand on those that need tweaking.
SEO is a bit like plate spinning. The keywords are the plates and your SEO company will have to keep them all spinning. So, at times some of the ‘plates’ will need a bit of a push while others are spinning quite happily until you’ve got all the plates spinning nicely, which in turn gets you a round of applause (or better rankings!).
We will be continuing this series so do come back in the next couple of weeks to get more information how to enhance and understand Search Engine Marketing activities.