The Single Most Important Factor in Successful SEO

Using the right keywords/key phrases is the single most important step in successful SEO (Search Engine Optimisation), and within SEO we consider the importance of SEM (Search Engine Marketing), which means not only promoting your site on to Page One of the Search Engines but also MAKING SALES from your website.

There are 3 different types of keyword/key phrase to consider in successful SEO.

When someone searches the web wanting to buy something online, they usually go through three phases of research before they are ready to buy.

SEARCH 1. Keywords/key phrases for browsing

They start with general keywords/key phrases which interest them and after sifting through the information they start to make a decision about the type of service or product they want.


SEARCH 2. Keywords/key phrases for comparing

They will then use more specific keywords/key phrases for their second search which will help them to compare the services or products they have found in search one.


SEARCH 3. Keywords/key phrases for buying

At stage 3 they know what they want and will start to use very specific keywords/key phrases because they are now ready to buy. This is the point at which you want them to find your website.


An example of this search might be :

1. Keywords/Key phrases for browsing

In Search 1 someone is interested in an MP3 player. The key phrase they may use could be: MP3 Player.

This Key phrase will generally have a very high number of competing websites and is not very effective in generating a sale from your web page. It is therefore not a particularly important key phrase in your SEO.

2. Keywords/Key phrases for comparing

In Search 2 they narrow their selection because they now know what type of product they want. For example, they might have found out that they are interested in a: Sony/Panasonic or similar MP3 player with 5 GB RAM under £100.

The key phrases now become more specific:

• MP3 PLAYER 5 GB RAM
• MP3 PLAYER UNDER £100
• MP3 PLAYER UK
• sONY MP3 PLAYER
• PANASONIC MP3 PLAYER

These Key phrases will generally have a slightly lower number of competing websites and is reasonably effective in generating a sale from your web page. People using these key phrases for comparing products are getting ready to buy and they are therefore reasonably important key phrases to use in your SEO.

3. Keywords/Key phrases for buying

In Search 3 they usually know exactly what they want to purchase. They are now looking for the web site with the best offer. For that reason, they use very specific key phrases :

• SONY MP3 PLAYER 5 GB RAM
• SONY MP PLAYER UNDER £100
• SONY MP3 PLAYER UK
• SONY MP3 PLAYER
• SONY MP3 PLAYER FREE DELIVERY

These Key phrases will generally have a much lower number of competing websites and are very effective in SEO and in generating sales from your web site, so you need to carefully consider targeting your key phrases to the specific products that you want to sell. People who use these key phrases are ready to buy!

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