In any line of activity the key ingredient of any successful site is the degree to which it successfully meets with the needs of its customers and service users. There are a number of discrete components in that.
The Content – the Belfast widget they wanted
The Host - your NI widget website
Search Engine – Reads your NI website & learns where the Belfast widget is
The Searcher – The person who types in Belfast Widget
In a web context, you have direct influence over only 50% of the variables above, these control the numbers & types of visitors sent to you. If your website doesn’t tell Googlebot where the Belfast Widgets are, then how will it know to send the searcher there?
Note above I said ‘Google sent‘ not ‘you attracted‘. Google sweeps everything up and uses computers to act as information arbiter based on its undisclosed criteria. with 80% of search, Google can make or break a website by deciding whether to send traffic or not. Consider that the site for the world’s best widget, exquisitely displayed with all ‘bells & whistles’ means nothing if the world is unaware of it, or worse if Google can’t read the content because the page is an image instead of writing!
Content Authors must not omit the Search Engines as customers, powerful ones at that. Search Engine Optimisation is no more than giving Search Engines what they need. Just as correct punctuation and grammar makes reading easier, SEO is akin to good writing manners for web publishers.
The secret sauce is in initially filtering the traffic the web sends you so that you are sent those who are more likely to engage with you in the way you need. That is accomplished through search word analysis. I use investigative and analytical tools to select out relevant recent search histories and analyse them to know what is happening.
If a business has an already successful website, these kinds of analyses should show that the keywords correlate between the traffic and the site. If not, it may highlight areas where there may be new ground for investigation or areas for emphasis. Keyword research data based on the actual searches and numbers can be a fascinating insight into what your marketplace is doing, thinking and most importantly searching for!. You would want to find out quickly if your customers’ tide is going in a different direction than your ship…
Write regular content that ties in with those specific popular searches, add the searches as keyword tags for the search engines and that content will always shine against the many mediocre optimised sites in your market. SEO gives a comparative advantage but only because others don’t bother to tell Google what’s going on.
This is an excellent video. The site SearchEngineLand site is recommended also