Farming the Google Plot
Increasingly we are becoming an urbanised culture - a culture driven by speed, increased productivity, greater efficiency, culminating in an expectation of higher profits. This urban mentality has seeped into our economic, social and environmental behaviours … always seeking short term solutions but expecting long term wins.
Urban Expectations
The famous mantra from Field of Dreams, “If you build it, they will come” too often typifies expectations of a successful web strategy.
Like the mega constructions of empty high rise apartments littered throughout the city, many spend $1,000’s of dollars (and more) on mega websites that have a fantastic facade, an awesome interior, flashy graphics and tons of content yet rarely an eyeball doth fall!
As keen as I am to name and shame some websites that fit this category, obviously this is politically incorrect. Instead the focus of this article is to change the approach to online web strategy, encouraging a change of view from an urban, get rich quick mentality to an agrarian, farming mentality.
Google Keyword Seeds
The seeds of any good Internet campaign is keywords. Before you start “growing” your website you must appreciate the environment, your “Internet landscape”. Choosing the right keywords is like choosing the right seeds for a particular soil within a specific climate. Just try growing bananas in Tasmania!
Understanding the best keywords that represent your business is about knowing your customers. There are tons of resources available on this topic, but as a guide:
- Create 3 to 5 phrases a potential customer would type in to find someone in your line of business - this does not include your company name! If I already know who dLook Business directory are then I can easily find them. However, if I type in “business directory” will dLook still appear.
- Understand long tail and short tail keywords - a phrase of 4 - 5 words is easier to attain than a 1 or 2 word phrase. This should be obvious - but with urban thinking all too often its lost.
- Define your geographic market - launching a website doesn’t necessarily lead to global domination. Be realistic about your service radius - if you wouldn’t normally travel there don’t try to optimise for it. Better focusing local and then growing.
My Google Plot
Having created your keyword strategy next you can start to focus on deployment … next article will cover preparing your land, planting the seeds and tending the patch.
Article submitted by Corri Byrne, General Manager, dLook Pty Limited Images courtesy of EA and Simon Howden / FreeDigitalPhotos.net
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