Is Search Engine Marketing right for you?

The internet provides a wealth of marketing opportunity – just think the entire world sitting at their computers, waiting to hear about your products and services.

Or are they?

Cyberspace is a huge place – billions of searches taking place on hundreds of millions (maybe more) websites by tens of millions of users. While your customers will be out there somewhere, how will they ever come across your website? And that’s assuming they’re actually searching for your products or services.

So if it’s such a hopeless case, why are so many people investing large percentages of their promotional budgets on internet marketing?

The truth is, for many companies the internet offers huge potential for them to connect with people who are looking for and want their products and services.

But, before you embark on the time-consuming (and possibly, expensive) quest to get your company to number one on Google, find out if anyone is actually searching for your products or services – you might be surprised by the results.

Buyer beware: this is a point that many SEO companies gloss over. While thousands of people daily might be searching for florists, books and DVDs, it’s not necessarily the case for rubber roller manufacturers in Yorkshire, or Design Agencies in Marsden!

Where are they looking for you?

The first thing to establish is whether or not your potential customers are using the internet to search for your products or services online.

It’s relatively easy to find out how many internet searches are taking place each month for your products and services by following the steps below:

Step 1 Choose your keywords

Decide which words or phrases your customers or potential customers would type into Google to search for you. These are your keywords or keyword phrases.

Using The Design Mechanics as an example, we might choose ‘design agency’ or ‘graphic design agency’ or even ‘logo designers’ as keyword phrases. If you’re unsure as to which words are most relevant, it’s worth asking your existing customers which words or phrases they would use to search for your services.

Step 2 Add a geographical phrase (if relevant)

Decide whether your customer would include a geographical phrase to narrow the field. In our example, clients usually want to work with someone local, so it’s probably worthwhile adding ‘Yorkshire’ or ‘West Yorkshire’ to our keyword phrase. Certain businesses, such as restaurants, will need to be even more geographically relevant by using the name of a town or city, eg. ‘Italian restaurants Leeds’.

Step 3 Check your phrases on Google adwords

To access Google adwords, type in the following web address: https://adwords.google.com/select/KeywordToolExternal

In the central section, where it says ‘Find keywords’ and below ‘Word or phrase’ type your keywords or keyword phrases into the box (one per line)

Click on the grey ‘search’ button .

After a few seconds, a list of keywords will appear with two columns of figures. ‘Global Monthly Searches’ and ‘Local Monthly Searches’.