Big volume keywords matter most…?
Got an apple store, the edible kind? Targeting ‘Apple store’ might seem tempting, but even through the traffic is huge it’s unlikely that you’ll rank on the first page. For single term and very popular keywords, the large companies with unlimited marketing budgets have already got that space cornered. However, that’s not a bad thing! Long tail, 4-5 term keywords are much more specific, likely to have less competition and most importantly, will convert better in the long run.
For example, imagine you run a business that specializes in wine tours in France. You may think that your keywords should be “Wine tours” or “Wine tours France”. These are likely to be competitive keywords that lots of companies are trying to rank for. Instead, you can target long tail keywords such as “Wine tasting holidays in Bordeaux” or “Chateaux visit in Burgundy”. These are much more specific terms that are much more likely to convert as they imply a level of intent (they know where they’re going, and what they’re looking to buy – they don’t need additional convincing).
Link trading will help me rank higher / Buying links will help me rank higher…?
Links from low quality websites, unrelated sites to your business/sector or link directories are likely to be viewed negatively by Google. Backlinks are one of the most important factors in gaining the top spot on Google, but the search giant knows when you’re trying to cheat your way to the top. A handful of high quality, relevant backlinks will do a lot more for your site than hundreds of links from spam filled websites, which Google will actively penalize you for.
Social media doesn’t matter…?
There’s no definitive answer to whether Google uses your social media presence as a ranking factor. However, having a powerful social presence boosts your brands reputation, allows you to engage with your customers on platforms that they are already using (making their life easier) and, if done correctly, can encourage them to share your business’s website or other landing pages on their blog or website, which Google will take notice of.
I’ll get my SEO done and that’s it…?
SEO isn’t just a one-time thing. Google changes their search ranking algorithm hundreds of times a year, and new and existing businesses are always vying for the top spot for lucrative keywords. You need to keep up to date with the latest SEO developments, have a solid SEO strategy and keep track of your competition to ensure that you stay at the top of the rankings.
Fixing SEO, fixes everything…?
Are you putting all of your time and resources into improving your SEO, but still not getting the results you want? The issue may not be with your SEO; it may be with your website! You may be missing sales due to usability or technical issues on your website. Fixing these problems could result in more conversions and less money spent on acquiring new customers.
At Mercurytide we believe in developing and supporting the very best web design and bespoke ecommerce with great SEO and online marketing. Our goal is to bring long-term success to our clients.
If you have any questions about the points I've raised, or want a more in-depth chat about all things SEO, please get in touch.