When it comes to search engine optimisation, there are two primary considerations – what are the most common search terms and what do Google (and other engines) want from websites owners?
With the right approach to both, you could be more successful at ranking better. Or can you?
Often businesses will use one or two keywords within their site for ranking purposes. This would be great if all users behaved the same – but as we know this is not the case.
Search Engine Optimisation In Digital Marketing
Take for example the digital marketing realm. Our research has shown that there are three key terms people will use for our services: ‘digital marketing’, ‘online marketing’, and ‘internet marketing’.
While Google will interchange these terms at times, our research has found that not including these terms sufficiently in text or meta descriptions can have a significant impact on our positioning.
A good example of our research is with ‘internet marketing’. We were ranking on the first page for ‘internet marketing, Essex’ but found that those coming through to the site were not the target market we were looking for. Therefore, we adjusted our keyword strategy and reduced its inclusion.
Within a couple of days, we dropped to the third page for this search term. In our case, we saw no short-term difference in the traffic on the website. In fact, in the five days following the change, we saw a significant increase in traffic.
The Older Generation
Part of the issue is that older generations are more likely to conduct searches at work, use fewer words, or include a brand/product name in their query. Therefore, ecommerce stores need to look at who their typical audience is before they start creating SEO strategies for their website.
Research in some markets shows that their main customers are from older generations. For example, the gardening market tends to be focused around those who are 50+ as the US’ Mailorder Gardening Association has found.
Therefore, while some businesses might be focused on search terms such as 'heavy-duty shovel' or 'gardening shovel' – the average 50-year old gardener is more likely to search for '[brand] shovel'.
Implications For Businesses And Their Search Engine Optimisation
Simply put, search engine optimisation needs to be tailored towards the end-user and not Google. This isn’t different to what SEO experts suggest across the web (we recommend it and so do others). The first step is to identify the average buyer of your product and then determine what search terms they are using.
You might have more traffic from another search term, but if all that traffic bounces when it reaches your website – is it really any good?