March 20th, 2012 by admin
One of the difficulties of any type of marketing can be a lack of specificity. Businesses want to get themselves known, so they advertise their services generally. This can work well if you’re simply trying to raise awareness of your brand, but if you want to boost specific areas of sales, you need to market more specifically. This is particularly true when using SEO for marketing.
Search engine optimisation doesn’t have to be multi-tiered. In fact, many companies target only the main keywords for their industry, trying to compete on a large scale. Smaller, more targeted SEO campaigns are generally left for later. This can be a mistake.
How to craft a multi-tiered SEO campaign
In aiming to rank for the most common keywords in your industry, you’re usually heading into some tough competition. Adding some lower-competition keywords is standard, but few companies realise their full potential.
For example, a site specialising in kitchen appliances is going to find a fair amount of traffic from the main keyword ‘kitchen appliances’. Lower-competition keywords include ‘[brand] kitchen appliances’, ‘kitchen appliances [location]‘ and long-tail keywords such as ‘kitchen appliance next day delivery’. These lower-competition keywords have a higher chance of conversion because of their specificity, but only if the landing pages are targeted appropriately.
It’s wise to add some lower-competition keywords to your campaign, and you can discuss this with our team at SEO Consult Australia. These lower-competition keywords can be a source of highly specific traffic, meaning your conversion rate doesn’t have to take a hit when your keywords draw less traffic.
Tags: SEO campaign, SEO Consult Australia, SEO for marketing
Posted in SEO Blogging | Comments Off
March 13th, 2012 by admin
There are a lot of elements along a conversion line that need to be optimised. As any site owner experienced in SEO knows, the basic on-page elements aren’t the only thing that affect rankings. One element of the conversion path that often gets overlooked is the form.
SEO for forms
SEO considerations for forms are different to regular on-page content. Forms are frequently presented as a pop-up, which can create hidden content issues. If they are kept on-page, they can present issues for search engine spiders. When tackling forms during your SEO campaign, you need to be aware of what you are and aren’t presenting to the search engines. Keep the information you want indexed on the page, and ensure form code within your page doesn’t form a spider trap.
The other aspect of SEO for forms relates to conversion optimisation. This involves applying SEO usability techniques to improve conversion rates. While this is a field of its own, the basic rule of thumb is to keep the number of fields to a minimum. A second and just as important rule is to reassure users of the security of their information.
A note of caution
Forms are a standard part of conversions. Sometimes, they are the conversion itself. Any testing will tell you that changing an element on a form will drastically alter its success rate, so it’s important to consider changes carefully when optimising a successful form. Talk to your search engine optimisation advisor or our team at SEO Consult Australia for further advice
Tags: SEO, SEO agency, SEO Consult Australia
Posted in Search Engine Optimisation | Comments Off
