The value of search engine optimisation and keyword research

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It is true that you can develop an online presence from nothing, build up your website – its services and links over time but that is not what SEO is about. This is about getting your business higher on the search rankings. It’s simple in theory… more traffic means more opportunity. More opportunity means more conversions. More conversions mean more profitability for your business.

For example: we have put together the image below that shows the difference of tripling your traffic. We have based on a client being worth £150.00 on average and SEO services of 15 hours at £40 per hour. Often clients can be worth less or more – it doesnt matter, similar results are the outcome.

Costings of professional SEO and what the difference to your lead generation it makes

To be clear, this image accounts for 15 hours SEO services and that is for a difficult and competitive industry. Not all industries and keywords require 15 hours to be successful. We have achieved similar results on just 5x hours per month. It depends on your industry, location and other factors.

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Doing well with SEO is just maths and planning at the end of the day. Getting found more will equal more clients – it sounds easy. It’s a no brainer that if you invest £600 for an additional £8400 per month, right? Yes it can get tricky, however if you can afford to do it is well worth the investment, but it is a skill and not something that everyone can do correctly so please consider using professionals or you can mess up your site traffic entirely.

It’s worth noting that there are many other factors that professional SEO teams will consider and work on to produce the results like above. They will check over your external listings, number of links (internal and external) and look at your onsite and offsite information that builds trust with the search engines. They will also look at your meta data and information behind images and pages to optimise them to increase the readability of your webpage for search engines to read them better. They even look at bounce rates to improve your sites relevance for the information on each page. All in all, there are thousands of things that require SEO on your website and of course, thousands of different ways that people can search for your services. Its why it is impossible for any business to promise you “Number One” on Search Engine (unless they are quoting for paid adverts) We are just talking about natural search results today. There is one key feature though that links all the work together – that is Keywords. With a few different types of keywords, it’s hard to know what we mean by them, so we are going to try and educate our followers and readers a little bit. (if you want to keep reading still)

Brand Keywords. Such as “theito”. If someone searches “theito” that is our brand name and these of course should bring our business up or there is something really wrong. There are also Singular Keywords, also known as generic keywords to us. Examples would be “mortgages” or “investment”. These have no additional information to work from so they will be highly competitive but can also bring in less relevance searches to your business link which can have the opposite effect to what your trying to achieve. Then there are long tail keywords… This is a combination of words combined. An example would be “mortgages in Kendal” this adds together a geographic element to the search terms making it an entirely different result. Likelihood is that if my business is in Kendal and we offer mortgages, it’s going to be relevant and specific enough inside my catchment area – These are the searches my company will most likely benefit from. This is Localised SEO results. Yes, these deliver lower volumes, but you have a lot more chance of relevance and ultimately conversion.

The key to keyword research is to understand the client, its catchment area and its services that make it unique. Sometimes it’s not a service it can be a catchphrase or product or unique offering. Then apply that understanding to what you think people will search for and investigate the keywords. For example: we had a company work with us that offered finance advice. “finance advice (location)” were the dominant keywords on their website with the addition of the location. This was only being searched for about 10 times per month and in return the client was lucky to get 1 lead a month from their site. By researching the terms and realising that people were searching 50 times a month for “financial advisers (location)” this introduced just a slightly difference in wording and in return can see a 12% conversion and now gets 6 leads a month. Whilst that doesnt sound much, when you do this with dozens of keywords over time, for example 10x changes resulting in 6 extra leads a month soon adds up to over 60 leads a month. Keyword research is in our opinion the backbone to any website, without a decent research – you’re playing a guessing game with a hit and miss chance of traffic and consistency.

We often find our clients are amazed by the performance of their site after we have had a few months with it. We recently took a local venue from just 10-20 views a day, to 60-80 views a day in just 3 months so please, trust us when we say we can make any website optimised and more friendly with the search engines. It’s just a matter of knowing what you are going to target and knowing how to work through the entire site making sure each page and the data is targeting that same information.

Look at this data as we explain more: (example search for finance sector)

Keyword research showing difficulty levels and organic vs paid clicks

You can see that generic keywords are at the top for search results – just look at pensions with a max of 70k per month. But with the increased volumes comes competition to be higher up the search results. Whilst it’s not impossible to be on the first page, you can bet that you will have to have a higher number of hours dedicated to achieving the first page, meaning the cost of this will be higher.

If you look at where keywords add a locality to the research, this is where opportunity exists. For example, if I wasn’t utilising keywords for “mortgage advice Kendal” and that is in my catchment area, the research indicates that there are 11-50 searches a month on this. I know I have a 10% conversion so to me that is a potential 5 leads I could be missing on from one keyword. Do the same for “Pensions Carlisle” and “Financial Advice Lancaster” and all of a sudden from 3 keywords we can start seeing (in time [3-6months]) additional traffic and opportunity coming to our website of about 15-20 leads instead of 1 or 2. This is localised and specific keywords so less competition, look at the rating of 1-14 difficulty instead of the national difficulties of 46-51 rating. I would be safe to say less hours were needed to be successful on the localised keywords.

But what about organic vs paid clickthrough’s? The great thing is that we can see that here too. If you look at the 2nd on the list “pensions”, you will see that the organic click through rate drops to just 41%. however, our localised targets are 86-94% organic click throughs. indicating that you will get a higher success rate and less interruption from paid adverts and other marketing techniques. On the other hand, we can look at the generic keyword of “protection” which will bring up a varied amount of results so there will be question of relevance which could have a negative effect on your search rankings… We would advise not to target organically here, however a paid advert with a little bit more meta data on the link, could be the answer as there is currently 100% organic click throughs meaning it’s a great keyword for a paid advert as they still get between 10-18% of click through in general

As you can see – Keyword understanding and research into the number of searches, the competitiveness and click through rates is essential to your website. Not having this in place is where your site will fall flat with no traffic. Understanding and implementing professional SEO services along with Keywords is essential and we hope we have helped you understand the value in traffic that it will provide.

As a SEO provider ourselves, we offer SEO services at just £38.50 per hour – some of the cheapest SEO hourly rates in the UK. We are a localised targeting SEO provider meaning we find ways to get your business found locally and we are proud to use the best local marketing techniques in the SEO industry.

If you want to know more about your SEO and its effectiveness, we are happy to discuss your business and online presence. Simply call 0800 193 0922

Thank you for taking the time to read our article. We hope you like and share it across your followers.

www.theito.co.uk Digital Services – With A Money Back Guarantee…

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