Your search engine strategy should not be based on guess work

Website Design Beaconsfield and Buckinghamshire

Most companies or individuals that develop a ‘search engine strategy’ to rank well in search engine results focus on keywords.

They choose terms they see as important to themselves; their industry, sectors, features, benefits, and products. Although this approach is fine for any company on day one, this strategy rarely works for good rankings in the long term, your customer really doesn’t know industry-specific terminology or product names.

To target potential customers we have to think beyond the keywords themselves and focus on your site’s content, this must be optimised to improve the customer’s journey to reach your website. To do this we do not focus on random keywords we need to identify the intent of the customer when they search, to identify targeted keywords and site content based on that intent rather than guessing the best way to rank well.

Amazingly for all the complexity that is hidden behind a modern search engine, the intent of the user of the search engine can be split into just three categories. By understanding these categories we can choose keywords and information that meets the potential customer’s needs rather than our own:

  1. Navigation-Based Searches
    Navigation or location searches are the most simple search type to understand as they are based on a customer looking for a product or service within a defined geographical area e.g. “Web Designers in Beaconsfield”. This kind of search is great for a small business that is looking for local customers, the example search term has told us a key fact about the customer – the location they are interested in.
  2. Information-Based Searches
    Information searches are based on a customer need for information on a subject. Usually focused on a new subject the customer will ‘learn’ about this subject using the search engine as a research tool. Although not as obvious as a navigation or transaction search, information searches can be very powerful when used with a website focused on providing factual information. This strategy aims to ‘catch’ the potential customer as they are researching a subject and draw them into using your product or service to solve their problem, this is an excellent strategy for consultants or authors in a particular field.
  3. Transaction-Based Searches
    Transaction searches are based on a customer who is looking to purchase a product or give their email address to ‘sign-up’ for a service, they have targeted a product or service that they want and are using the search engine as a price comparison and availability tool. Transaction searches are a good focal point for e-commerce customers looking to offer their products to the widest audience, also membership and educational services can benefit from this kind of customer if they are interested.

When choosing the keywords and site content for a new search engine optimisation strategy first choose your customers intent from the list above. Your customer may have more than one of the three motivations when searching, but try to focus on one of the three to improve your keyword focus.

Try to map out in your mind the journey the customer would take to find you through a search engine:

  • a quick navigation search based on a specific location.
  • a more in-depth information based search which would benefit from pages that offer information or help to the visitor on their chosen subject.
  • or a transaction based search which would benefit from a ‘free trial’ of your service or a more detailed product description and better quality product photographs.

By focusing on your customers intent you can optimise your sites pages, products and keywords to improve your chances of ranking based on fact rather than guesswork.

Two Plus Two is a web design company based in Beaconsfield, we specialise in web design and search engine optimisation. We offer a free 1-hour consultation on web design and search engine optimisation for any new project you may require, call us today on 01494 730000 to arrange a booking.

Leave a Reply

Your email address will not be published. Required fields are marked *

Every project is as unique as the client's business

Here's just a small selection of projects we have completed for our clients.

Customer Testimonials

Don't take our word for it. See what our customers are saying about our marketing and website design services:

  • stuart-smith

    Two Plus Two took me to page one of Google. But it didn't stop there. They got me to positions 1,2,3 and 4 on page one. Just Unbelievable!. They have totally transformed by business and orders are absolutely pouring in. If you need SEO results you need Barry and his team at Two Plus Two Multimedia. Thanks guys..

    S. Smith

  • smart-carriers-portrait

    For years I was using so-called SEO companies that took hundreds of pounds a month with no results to show for it. Then I moved to Two Plus Two. They rebuilt my website and their SEO service has got me to number one. More importantly the phones are ringing. Great job guys - highly recommended.

    D. Smart

  • hannah

    Two Plus Two have produced four first class websites for clients of mine. As a Freelance Marketing Manager, my reputation is imperative, and by working with Two Plus Two I know that this customer focused duo will always deliver my clients website, SEO and content needs to an exemplary standard. A delight to work with and completely flexible - couldn't recommend them highly enough.

    H. Dullaghan

  • natalia

    I have been using the services of Two Plus Two since 2009. Barry and Ken have been professional, excellent and efficient in their work and support. I am very happy with their help and highly recommend to all.

    N. Nad

  • amy

    Barry and Ken worked hard to develop a fantastic website, ensuring it was a fun and easy process. They offer a personalized service ensuring that you achieve what you set out to do. I would happily recommend Two Plus Two Marketing for any future projects.

    A. Hall

  • louise

    Knowledgable and approachable with a fantastic knack of explaining difficult concepts. They have challenged my ways of thinking and I'll definitely be implementing their ideas. I would highly recommend Two Plus Two. Thank you!

    L. Hickman

Are you ready to take your business to the next level online?

Our experienced team would love to hear about your next project, simply call or email us to arrange a meeting to discuss what you are looking to achieve with your business online.

Scroll to Top