Loading ...If you’re thinking about undergoing search engine optimisation, your goal is likely to be to attract more search engine traffic. As the search engines present a huge chunk of potential traffic to every site, this is a logical step. What many site owners don’t realise is that SEO can help resolve traffic problems that are beyond attracting the attention of the search engines.
Your SEO should do two things: get traffic, and make it stick. To do this, you have to resolve two problems.
First problem: interpreting the search query
One of the major problems search engines have always had is in how to interpret the search queries typed in. Every word has a number of ever-so-slightly different meanings and interpretations. Although these days’ internet users are using long-tail search in an effort to get more specific results, the information they really want is still not always clear.
Your site has exactly the same problem when it comes to getting search traffic. You need to find out what sort of words your users are likely to think of in looking for your site. This includes bad spelling and general confusion, which makes devising a good keyword list fiendishly hard.
The search engines have devised all sorts of means of interpreting a user’s search query, including looking at their search history and their geography. What you have to do is quite similar, although you’re coming from the other side of the equation. You know what your target users are looking for, and probably know a fair bit about their behaviour and background, but need to intuit what they will use in their range of search queries. This means that your keyword list needs to contain a wide variety of related words, and the placement on your pages needs to be done with precision.
Second problem: delivering the goods
Even when you know what your target user groups are looking for, you still face the problem of showing them that you have it. If your search engine optimization plan works well, you will have two chances to convince them.
Your first chance is in the listings of the search engine results pages. Here, your chances are actually pretty good. The search engines very generously provide a level playing field for listings, although they do choose who appears first. All listings are in the same font, and roughly the same format. Convincing internet users to come to your site at this point is about words, and how you use them. You can talk to us at SEO Consult Australia about how to formulate your title and description tags to attract attention in the SERPs.
Once people click through, many businesses would assume that the work of SEO is over. This is not so. If your SEO work gets traffic from the search engines, you still need to convince them to stay there. This is where thoughtful use of keywords and other optimization practices comes in. Your keywords and layout need to act as signals to the user that they should stay.
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Tags: Keywords, Search Engine Optimization, SEO, SEO Consult Australia
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