Thursday, 05 April 2018 08:41

Website Ranking (Part 2)

Search Intent

Following on from Website Ranking (Part 1) you'll probably see how easy it is to identify exactly where your website appears in search. Remember though that Website Ranking can also be called SERPs Tracking or Rank Tracking it all means the same thing: Where are you in the search results.

Time For An Experiment

I'd like you to open up a search engine. Ideally www.google.co.uk but any search engine will do. Now look for 2 things:

  • What you do
  • Where you do it

So, let's say for example you make leather shoes and you're based in Manchester. Search for "Leather Shoes in Manchester".

Interesting, no...? Now let's add a little bit more information to the search. Search for "Hand Made Leather Shoes in Manchester".

Short Tail Vs Long Tail

The first search, while specific is still what would be called a "Short Tail Search" technically it's a long tail search (purely because it contains 4 words) but in reality it's not very focused and that's why we're categorising it as a short tail search.

A long tail search (4 words or more) typically means the user is being more specific about what they want. This tells us two things:

  • They've done their research
  • They're close to making a buying decision

The more detailed the search the closer the user is to making a purchase. The closer they are to making a purchase the less work you have to do to convince them your product is the right one for them - Especially if you appear at the top of the search results.

Capture The Buyers !

Targetting long tail searches is not that difficult. It does require time though and you have to know your audience very well in order to convert them from a prospect to a buyer. We'll cover that in a little more detail in our next article on Website Ranking.

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Website Ranking Take-Away

We hope the above was of use and please feel free to read our other articles on Website Ranking.

meanwhile, if you'd like to see where you rank we offer free reports for 1 month for up to 20 search terms. Just click the link or click Find Out More.

If you need help with your SEO just contact us and we'll do what we can to help.

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Last modified on Tuesday, 10 April 2018 11:32

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