Hitting the bull’s eye

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Hitting the bull’s eye

By: Tripti Pandey

There are over 200 million searches being performed daily. Everyone is looking for some kind of information but not every search relates to your website. In addition to this, your products and services are designed to appeal to a particular segment of consumers. If you try and sell baby diapers to people who don’t have kids, rejections are all that you would get. This analogy holds true for online marketing as well. You don’t want to be targeting those entire 200 million search (not that it is possible), but only those that are interested in buying your products and service. Your can expect every Tom, Dick and Harry to generate revenue for you.

To ensure that you get qualified visitors who are more likely to buy from you, it is imperative that you pay attention to details. Most people would take SEO for rankings without fully comprehending that ranking for obscure keywords is worthless. Achieving high rankings for sales generating keywords should be the endeavor of any SEO campaign. Keyword research and competition analysis lays the foundation of successful SEO campaigns. Without a sound foundation, your SEO campaign would be headed for a complete disaster.

Keyword research entails a complete understanding of your business spectrum including consumers and competitors. Each keyword has its own ‘Keyword Effectiveness Index’ and ‘Keyword Opportunity Index’. A close scrutiny of these parameters along with other insights will help ascertain keywords/key phrases that would drive sales. Once this initial hurdle is taken care off, the SEO process (both on-page and off-page) will take its due course. The SEO process does not deliver prompt gratification in terms of rankings and visitors. It is usually characterized by a gestation period lasting for a couple of months. Concrete results will be visible after the initial few months but is subjective to various parameters.

As your website inches towards the top 10 results, a surge in visitor count is all but certain. At this juncture, web analytic tools play a crucial role in tracking those visitors. Knowing all about your visitors is important as it will let you analyze their behavior. High visitors count is not a guarantee for more sales. Many a time, against convention, websites rank high but fail to convert. The understanding of user behavior and that of your website will help you make the necessary changes. Usability and accessibility should be built to the heart of your website. A website that fails to convert is worth not having in the first place.

Last but not the least, it is imperative to understand that SEO is an iterative and ongoing process. It is a common misconception that ‘SEO is a one time fix’ – well it’s not.

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About The Author
Kneoteric is a leading SEO Company India providing SEM services including Search Engine Optimization (SEO), Pay Per Click (PPC) and online marketing consultancy services. To know more about our services, visit Internet Marketing Services India.

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