Search
Engine Ranking and Statistics
An important part
of your promotion strategy will be achieving a high search engine ranking.
This, and other promotional methods are covered in our section on Promotion.
Before you consider
promoting to the engines, or even building your site, you should get
an idea of whether people actually search for your products and services
on the internet. You cannot assume that just because consumers or businesses
spend a certain amount on goods, that searches on the web for those
products will be in similar proportions.
You can find out
what people search for by using this excellent service from Wordtracker.
This service samples what people are searching for, and helps you to
identify and quantify terms that you could use to be found by your target
audience. It suggests alternatives, and attempts to offer a judgement
on how successful you could be in competing against other pages to score
highly on each of the engines.
A note of caution:
you will have to apply a conversion factor to evaluate whether terms
are useful. If you operate in a narrow field, then you may find the
search frequency for specialist (eg scientific, chemical, latin etc)
words that describe your product is small - but if one customer can
spend a very high amount then its worthwhile.
Some items may have
low search frequency, but that does not mean that the internet trading
volumes are small. For example: people do not search for groceries -
they go straight to Tesco.com and buy them. If your business falls into
this category you will have to rely on other promotion efforts to bring
people to your site - which may be expensive, if your market is not
aware of you at present.
Once you have the
information on target terms, you can use it as part of your overall
assessment to evaluate whether your web business might be viable. You
can then go onto focus on those targets you choose, and integrate them
into your web site.
If you require further
advice in this filed please contact us .
