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Johannesburg South Africa
How do people search on the web?
Very interesting issue arose today from a client. His search terms that
he wanted us to optimise his website for was as follows: Safari or
South Africa Safaris or Victoria Falls
These terms are very generic, firstly the travel industry on the Internet in
Southern Africa is grossly overtraded in terms of the number of websites all
fighting for a chance to get a good ranking on Google. Due to this most new
travel websites would be better to specialise in a niche market, better to have
a few reservation enquiries a day than none at all? The word Safari as an
example, this word is almost as generic as "Vaseline" describing hand cream or "Hoover"
describing vacuum cleaner, on Google the word Safari can be anything from the
Safari web browser to a Safari motor car. Type the word Safari into Google returns over 81
million pages that contains the word. You are definitely "ph--t-ng against
thunder" trying to get on page one on Google for this word.
But when you look at it do you really want to be found for the word Safari?
People don't only type the keyword Safari they use Verbs yes Verbs!
"4 day safari packages" or "book a safari holiday" these are typically what we call "ACTION" words.
People don't want "Safari" they want a safari holiday, so "Holiday safari booking" is a better keyword phrase to target.
At the moment Google only displays 1,3 million similar pages so getting to the top of this is very much easier.
Not only that
you obviously only really interested in people who are searching to make a booking
not any person just searching. It is not the number
of visitors you get that makes a website a good business asset it is, in this case, the number of bookings your business gets that count.
Funny but the client did not want to understand this?
Let's say you're looking for a doctor. Are you going to go online and search for
the keyword: "Doctor" Doubtful. You'll probably go online and search for doctor
+ internal medicine + Johannesburg, meaning that you want to find a doctor in
your specific area and for your focused needs. If, as the doctor, you used the
keyword "doctor" you'd end up with a mishmash of traffic to your site and, if
you were using these keywords for articles or press releases, neither of those
would bring up much in the search engines.
Why keywords?
The long tail has really forced us to dig further into our markets than ever
before. In fact research has shown that regardless of the type of search someone
is conducting, a consumer who uses focused, finite language is much more likely
to buy than a search based on "gut feel" words. Let me give you an example.
Let's say you're looking for a red car, you want a new car and it has to be red.
On a fluke you think: "Hey, Lexus makes a nice ride, let me see what comes up
when I do a quick search." So you plug in the keywords: red + Lexus, what do you
find? A hodgepodge of sites related to everything from the Lexus that someone is
trying to sell on eBay to the guy so in love with his car he's created a MySpace
page about it.
Chances are it doesn't really matter because you weren't that interested in the
red car to begin with. But if you search on more finite terms, let's say red +
Lexus + 4WD + sunroof, now we're talking a consumer who is 95% closer to a buy
than the guy Googling "red + Lexus". In order for you to find your audience in
the maze of traffic and the enormity of messages online, you'll need to get
very, very focused.
Web Winners develop your company web design with these factors as part
of our service. We offer three distinct Web Winners web design packages for any business website
web design that you want.
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