The value of highly targeted keywords
The fact that your site is well positioned in the search engines is NOT a guarantee of sales. Your top positions will generate traffic but it remains to be seen whether that traffic will do business with you.
At Emarketing-Canada we always consider the quality of traffic that comes to your site, not just the quantity. Volume means nothing. Sales mean everything.
So you always have to consider which keywords are showing up well and what sort of traffic does that bring to your site. It often happens that the more specific a keyword phrase the more likely it is that the visitor who used that phrase will make a purchase.
Let us say that your store in Toronto Ontario sells used Toshiba laptops. Out of the following keyword phrases, which do you think would most likely bring the visitors who would buy from you?
computers
computers for sale
toshiba laptops
used toshiba laptops
used toshiba laptops toronto
If I had a computer store in Toronto that sold used Toshiba laptops, I would rather be at the top of Google for "used toshiba laptops toronto" then to be on the first page for "computers for sale". Sounds crazy but people who search for "computers for sale" are looking for new computers and that is most likely Dell or Gateway and they want a computer not a laptop. The chances of selling that used Toshiba laptop to this crowd is slim to none.
However, the visitor who came to my site looking for "used toshiba laptops toronto" is going to be thrilled at my selection especially when they realize they can visit my store and see for themselves all the great deals I have. "Used toshiba laptops" is another good keyword to be well placed on but not nearly as good as the one that says Toronto.
Truth is most people will NOT buy a laptop online from a Web store they have not heard of unless they live in or near Toronto. Still, there is a good possibility that some of these visitors (used toshiba laptops) will email you or call you to find out more.
Chances are though they will shop price AND buy from a branded estore that they have heard of whereas the visitor who lives in Toronto will be more concerned with getting that laptop now and will be compelled to visit your store as soon as is possible.
William Lurie
Emarketing-Canada
The fact that your site is well positioned in the search engines is NOT a guarantee of sales. Your top positions will generate traffic but it remains to be seen whether that traffic will do business with you.
At Emarketing-Canada we always consider the quality of traffic that comes to your site, not just the quantity. Volume means nothing. Sales mean everything.
So you always have to consider which keywords are showing up well and what sort of traffic does that bring to your site. It often happens that the more specific a keyword phrase the more likely it is that the visitor who used that phrase will make a purchase.
Let us say that your store in Toronto Ontario sells used Toshiba laptops. Out of the following keyword phrases, which do you think would most likely bring the visitors who would buy from you?
computers
computers for sale
toshiba laptops
used toshiba laptops
used toshiba laptops toronto
If I had a computer store in Toronto that sold used Toshiba laptops, I would rather be at the top of Google for "used toshiba laptops toronto" then to be on the first page for "computers for sale". Sounds crazy but people who search for "computers for sale" are looking for new computers and that is most likely Dell or Gateway and they want a computer not a laptop. The chances of selling that used Toshiba laptop to this crowd is slim to none.
However, the visitor who came to my site looking for "used toshiba laptops toronto" is going to be thrilled at my selection especially when they realize they can visit my store and see for themselves all the great deals I have. "Used toshiba laptops" is another good keyword to be well placed on but not nearly as good as the one that says Toronto.
Truth is most people will NOT buy a laptop online from a Web store they have not heard of unless they live in or near Toronto. Still, there is a good possibility that some of these visitors (used toshiba laptops) will email you or call you to find out more.
Chances are though they will shop price AND buy from a branded estore that they have heard of whereas the visitor who lives in Toronto will be more concerned with getting that laptop now and will be compelled to visit your store as soon as is possible.
William Lurie
Emarketing-Canada
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