PerformanceHow does my site perform?Simply being number one in a Google search or having the most traffic in your genre doesn't necessarily mean you have a successful search strategy - this may be a successful result if you are marketing retail goods to the general public but if you have a defined, niche audience and a set of products which are of little interest to the general public, or at least outside your specialist market, having wide general exposure can in fact be detrimental to your promotion, in that you may be wasting time and money deferring unsuitable customers from your site.How can I judge how my site performs and how good my targetting is?If you know your business well it is generally not a huge leap to come up with a set of keywords , categories and concepts which can sum up what you would envisage your customers would search for in an ideal situation, ie if you could ask your perfect customers to sit down in a room and type in the keywords that first came to mind when they were looking at sourcing products or services in the range that you supply. Sometimes however what people actually type in may surprise you - in the case of tightly foccussed, competitive and specialized industries, this information can be invaluable in giving you an edge over your competitors.An exampleIf you have a business supplying timber, and targetting tradespeople, you may want to consider your audience putting in keywords such as
Simply by using the technical terms for the products as your keywords you are instantly filtering any searches based on users who are familiar with the industry jargon relating to the products, therefore filtering out a sector of the audience which may not be your target audience. This has the dual effect of filtering out those users who are not your potential customers (and therefore saving you time and money in dealing with unwanted customers) and increasing your potential visits-to-sales ratio, as the audience you are getting on your site will be more focussed and targetted to who you are trying to sell to. With some analysis of what your users are actually entering as search terms (and where they go once they are in the site) you can make subtle but important changes which allow you to make your site more relevant to your audience. |
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