The great keyword debate

Keep up with the very latest developments in the digital marketing world

By Guy Levine
on 1/5/08

At Web Marketing Advisor, we meet a lot of clients who want to get to the top of the search engines. That’s great, because that is what we do! However, sometimes our clients can be a little misguided.

Here is something my maths teacher would have been proud of. When people search, they often use something called a 3 iteration process. Maths lesson over, here is how it works. A client wants to be top of the searches for their main keyword, say for instance, skiing holidays. We take them to the top but then they are disappointed with the results they get and here is why...

Someone comes to Google and searches skiing holidays, (1st iteration) and see where they fancy or what kind of price range. Then they go one step further and refine their search, so it becomes skiing holiday France (2nd iteration). Finally they decide they want to go one stage deeper. They re-search on low cost skiing holiday France. (3rd iteration) Most importantly, they now become a buyer. 1 word searches = browsing, 3 or more = buying.

That’s why, as a leading SEO company, we know the tools and we know how to use them. Part of that toolset is paid for search engine marketing like Google Adwords. If your website doesn’t convert with your chosen keywords on Adwords in which a 10 min test campaign can be set up, what’s the point in going down the SEO route?