Creating a successful SEO campaign involves on page optimisation, link building, content generation and an understanding of how search engines work and how users interact with them. The success of a campaign doesn’t just depend on which keywords are being optimised for. It also depends on how the user chooses to search.
A very common trait among SEO’s is the inability to leave work at the office and whenever I see a friend or relative doing a search on Google, etc I can’t help but glance at how they go about searching. From an SEO’s point of view it’s frightening just how quickly users search, go through listings and abandon searches for new queries. Its even more interesting when you ask someone why they’ve chosen the listing that they’ve gone for. Often they don’t have an answer, decisions are made so fast that they can appear entirely random.
What this means for SEO is that to be successful in the search engine rankings you need to create a blanket search effect. You need to not only rank for your desired keywords but for every random longtail keyword phrase which pops into your customers heads. A good idea is to go through your analytics regularly to pick up variations of your keywords. This has the advantage over keyword suggestion tools in that you have already been found for these keywords. Why not get found again?
As well as that get into as many parts of search listings as you can. The organic listings are very important but they’re not everything. Make sure you’re in Google local if you have a business address and Google Base if you have an ecommerce site. If your position one listing is being overshadowed by sponsored listings then get in there too, budget allowing. If you’ve managed to get your site up to the number one spot further optimise your internal pages to get an indented listing to strengthen your chances of receiving more clicks. This will give you the opportunity to get more users onto your site. What’s scarier still is that they could bounce back off again if you’re site does not deliver for users.