Choosing the Right Keywords for Your Business
The internet is becoming increasingly important each year as more people are using the internet to buy products or services online. A big part of this has been due the ease with which users can now access the internet through advancements in mobile handset technology and the rise of tablet PCs. Users are searching in a number of different ways, as these devices have changed the way people are searching; this means as the trend of searches moves more and more towards local results as people are looking for products or services on the move, companies have to be more savvy about their online marketing.
A key part of how visible your website is online is how well your site is mapped out for your industry’s keywords. A key part to keyword research is to understanding how users search the internet and the thought process behind a search or the purchasing of a product. The way users search the internet can be split in to three main types of searches:
Informational – An informational search is when a user is looking for a service or a piece of information such as train times or information about an event.
Navigational – A navigational search is when the user is looking to compare prices or to navigate to a site to see what product they need to buy.
Transactional – A transactional search is when a user knows what service they want including the make and model of the product they are looking for such as washing machine.
A typical buying path a user may take before buying a product is to search for “washing machines”, after the users has the washing machine they are looking for they will search for a “compare Bosch washing machines”. After the user knows the make of the washing machine they will search again for the type of the washing they want so a “white Bosch washing machine”. After the user has picked the colour and make of the product they are buying they will search for the model of the number “Bosch WAF5673GB washing machine”.
The process a user goes through to make a search makes keyword research important as you will need to make sure that your site is visible for as many searches as possible. Getting the right visibility for your product involves extensive keyword research and keyword mapping to ensure your site is visible for as many search terms as possible, something an experienced SEO agency will be able to provide.
Due to a more competitive market than was around when the internet first gained popularity, companies have to take their online marketing more seriously, and are often hiring a digital marketing agency as well as SEO agencies in order to promote their brand online.
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