“Recent times have changed the way people search and what they search for. If you don’t change the words you use on your Website, you may be missing out…”
The shift to online has accelerated…
Recent events have turned many things in life upside down. Until lockdown, as well as undertaking my role as CEO at InSynch, I was spending most of my days driving all over Wales and Midlands, giving 121 advice and delivering training courses. Now I spend most of my time giving the same advice and courses but in front of a camera and microphone. It took a little getting used to but now I really like it. In the last week I have had meetings with people in London, Shrewsbury, Wetherby, Cardiff and many other places too. Without driving a single mile!
Initially I thought that it would be difficult to sign up new clients to our Digital Marketing plans without seeing them in person, as had been the case in the past. However, it has actually opened so many doors to new clients that I am excited at how this will help the business grow in future. We are now welcoming new clients in so many locations, delivering sophisticated digital marketing strategies to help them grow. Meetings are efficient, effective and we are getting results for clients.
Obviously these times have badly effected many business sectors. Things will get better, but even in some of the most badly affected sectors, the shift to online will have lasting effects.
Google Searches are Changing
So, let me get to the point of this blog. During these times we are undertaking a significant amount of work in the food and horticulture sectors. Helping them adjust to new ways of working and get more online sales. We are also working with many tourism businesses, preparing digital marketing bounce back strategies for them. A key part of any digital marketing strategy is search engine optimisation. Quite simply, apart from email traffic to a Website, search engine traffic usually has one of the highest conversion rates. I have said it many times that, in most circumstances, social media is not the best platform for selling products or getting serious business enquiries (there are exceptions of course).
Very often when people see you on social media, their interest in a business page content is quite weak. Perhaps they were waiting for the next Netflix episode to start and had a browse on Facebook. Or perhaps they were scrolling through Instagram when bored and wanting to see if they had any more likes. They are just not that interested in YOU. Conversely, when someone searches on Google, they have intent. They are actively looking for something and are therefore much more likely to buy or contact you when they get to your Website.
Search Engine Optimisation really is the gift that keeps on giving. More and more free and healthy traffic to your Website.
Keyword research is a vital, yet often overlooked, part of search engine optimisation. If you don’t do the research to find out what people are searching for then you don’t know what words to include in your Website. There is little point in getting excited when you check to see where you appear for a search phrase, if nobody ever searches for it.
We use various techniques to find out what people are searching for including Google keyword planner and tools such as Moz. There are lots of them out there. Google keyword planner is one of the most reliable for finding out what people actually search for on Google. We cover how to access the Google Keyword Planner and other uses here – Save money on Google Ads with Keyword Research
Something out of the ordinary is happening with searches right now and the results on Google Keyword planner show it. Next to every phrase, the planner shows how many times people are searching for a phrase in a month. Next to that is a google trends small image showing the searches over the last 12 months. On some phrases you can see a very obvious increase in the trend. The search below is for phrases searched in the UK with the trend line being from May to April. The average monthly searches hide the true story. You can hover your mouse over the trend line on Google Keyword Planner and it will tell you the per month figures. In May last year there were 9,900 searches for plants online. In April there were a whopping 301,000!
These changes are happening across many sectors, not just the examples above. Even phrases like “free cancellation” in the tourism sector. How people search will also continue to evolve as we recover from this difficult time. Recent times have changed the way people search and what they search for. If you don’t change the words you use on your Website, you may be missing out…
Where should you use the keywords?
Whenever I deliver a search engine optimisation course, during the keyword research section, people are often eager to learn where to put the phrases. There is an art to it of course but in simple terms, your keyphrases should be in the Meta Titles, Meta Description, Headings, body text, link text, image alt tags. Include it in the body text to the extent where it feels a little bit odd when you read it, and you are probably have it about right! I have a few more tips here – SEO tips that take just 5 minutes
We can help you with SEO and digital marketing
Digital marketing is what we do. We work with businesses of all sizes and sectors every day. Helping them survive these times and prepare for growth. We can undertake search engine optimisation for you and you will reap the benefits for years to come. Alternatively, we can work together with you to build a comprehensive digital marketing strategy based on you getting results.