Implementing your search engine marketing programme properly requires a number of disciplines and a clear knowledge of your objectives and of course the performance of your investment, both financial and time.
Too many times, however, the focus is placed on the marketplace as a whole with your message and the keywords bringing in that all important traffic lost in mass market areas which are very competitive and bring in small returns for your efforts.
For example, a search marketing company trying to promote itself using the keywords ' search engine optimisation' will need to invest significantly to drive itself onto the front page of Google for organic search given the number of competing pages for that particular term in the search results.
Equally, people searching against 'search engine optimisation' (SEO) tend to be either browsing or at best lower down the decision making pyramid as the term is too generic.
Consider, however, someone searching for say 'SEO Leeds' and ask yourself the question 'What does this tell us?'
Well first of all, it indicates that they are involved in a more specific search which is probably driven by the need to find a company providing such services in that specific location. Why? It doesn't involve a huge leap of faith to assume that they are in the market for those services locally to their business - i.e. they have a definite need (and a budget?) or at worst are looking for advice again from a local company.
Simply by extending the long tailed keyword with a geographic location you are drawing in traffic which sits further along the decision chain and hence is more likely to convert to a sale.
In addition, the number of competing pages (companies) for the term 'SEO Leeds' is significantly smaller than the more generic term - that means you require much less effort and expenditure to achieve a higher ranking on Google's organic search listings.
Whilst you may take the view that 'more is better' when looking at the potential for sheer volume against the more generic keywords in your chosen marketplace, you should really be focussed on those keywords which can convert better and are also easier to promote. This focus gives you a much better return on investment.
One word of caution, however. Do not try to SPAM the search engines with lists of towns within your content as this can, in some cases, lead to your pages being de-indexed by Google. Ensure that your content is well written and relevant as always both for the search engines and for the audience who equally will be turned off by badly written content and obvious SPAM.
This article is taken from- http://ezinearticles.com/?Get-an-A-in-Geography-With-Your-Search-Engine-Marketing&id=3952366
Too many times, however, the focus is placed on the marketplace as a whole with your message and the keywords bringing in that all important traffic lost in mass market areas which are very competitive and bring in small returns for your efforts.
For example, a search marketing company trying to promote itself using the keywords ' search engine optimisation' will need to invest significantly to drive itself onto the front page of Google for organic search given the number of competing pages for that particular term in the search results.
Equally, people searching against 'search engine optimisation' (SEO) tend to be either browsing or at best lower down the decision making pyramid as the term is too generic.
Consider, however, someone searching for say 'SEO Leeds' and ask yourself the question 'What does this tell us?'
Well first of all, it indicates that they are involved in a more specific search which is probably driven by the need to find a company providing such services in that specific location. Why? It doesn't involve a huge leap of faith to assume that they are in the market for those services locally to their business - i.e. they have a definite need (and a budget?) or at worst are looking for advice again from a local company.
Simply by extending the long tailed keyword with a geographic location you are drawing in traffic which sits further along the decision chain and hence is more likely to convert to a sale.
In addition, the number of competing pages (companies) for the term 'SEO Leeds' is significantly smaller than the more generic term - that means you require much less effort and expenditure to achieve a higher ranking on Google's organic search listings.
Whilst you may take the view that 'more is better' when looking at the potential for sheer volume against the more generic keywords in your chosen marketplace, you should really be focussed on those keywords which can convert better and are also easier to promote. This focus gives you a much better return on investment.
One word of caution, however. Do not try to SPAM the search engines with lists of towns within your content as this can, in some cases, lead to your pages being de-indexed by Google. Ensure that your content is well written and relevant as always both for the search engines and for the audience who equally will be turned off by badly written content and obvious SPAM.
