As the web universe becomes broader, search terms get narrower
As the web universe becomes broader, search terms must become narrower to attract searchers to your site, say search engine optimization providers. “We’re going to have to charge a client more to optimize broader terms, because we have to build out more of a solution to do that,” says Lisa Wehr, president of OneUpWeb, a search optimization services provider.
A manufacturer like Nike may set out to corner top rankings in the engines on a broadly-drawn term such as “tennis shoes,” but smaller outfits including many retailers can’t afford to, say Wehr. They’d be better advised to research related keywords to find those that are less competitive and more targeted as a way to use search to get shoppers to their sites. “If you’re a retailer that also sells other brands of tennis shoes you might optimize keywords like Reebok, or even walking shoes,” she says.
Wehr cites the case of a client, who sells clothing for construction workers, who started with a set of broad-category keywords that weren’t getting results from the search engines. “We were able to provide them with a list of keywords that was significantly different and more targeted, but that achieved the traffic the company was seeking,” she says.
Wehr adds that depending on what retailers have in place to begin with, how long they’ve been online and what online target marketing they’ve already undertaken, they could expect to see a 35% to a 200% increase in qualified traffic from a successful keyword optimization program.
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