Now. It’s kinda the done thing for people in our industry (web marketing etc.) to put a list of websites they are doing SEO for and then show the keywords they’re working on for them. We love ourselves you see. But we don’t do that. We’ve never done that and I really couldn’t explain why we hadn’t done that until today when Chris (the chinny one) sent a link to a site that was doing that and it made me think – “Us SEO lot really are very stupid sometimes”.
You see, it’s REALLY VERY EASY TO GET ON PAGE ONE OF GOOGLE.
If you choose keywords that nobody uses, trust me, you can get on to page one easily.
So, when you see a list of keywords that someone is saying they’ve worked on, I’ll give you the run down on how to actually check them out and see if they’re really ‘all that’.
Check they really are on page one
OK, this should be a no-brainer because unless the company really is run by Mr & Mrs Stupid, they will have checked that what they’re saying is true. Those sites will all appear on page one.
Check that somebody is actually using those search terms
In order for a search term to be relevant, people need to be typing it in and finding sites. Remember, the Internet is full of people, billions of ‘em and so if a keyword is known, it will be used. If someone is number one on absolutely every search engine for a term that is never used, it’s pointless.
Really. You might think that you’re great for being number one for ‘karate books‘ or something, but it’s absolutely pointless if nobody’s searching for it. So, go to Google and type in ‘Google Keyword Tool’ and you’ll be sent (unsurprising enough) to the Google Keyword Tool.
Type in the keyword that the crazy company are saying they’re so bloody good at and see how many searches were actually done last month for it. It will tell you there in black and off-white.
Now remember that unless they’re number one for that term, they will only get 60% (ish) of the clicks. Then remember that the average visitor conversion rate is about 3-5% and that will tell you how many potential enquiries that customer got. They’ve then got to turn those visitors into customers.
I did this on a list promoted by a rival in our industry (no, I won’t tell you who, I’m not that nasty) and across all of the keywords they mention are on page one there were potentially 28 enquiries. And that was being optimistic.
So, all those page one postitions are pointless.