Recently we came across a project from a budget hotel in Kuala Lumpur. The project consisted of us helping increase traffic through SEM , SEO and Social Media to the company. Most people who are in my shoe would have to admit Keyword research is a very time consuming task.
Generic keyword research can lead to low conversions and also from a SEO & PPC point of view, high costs. Now i wasn't at the first meeting however, the bloke meeting my business partner was the official e-commerce expert. He claimed to know SEO and he was a specialist is OTA marketing. However he turned out to be a man that steals ideas. He did know OTA but when he supplied us with keywords, well let me give you a example, "hotel", "Bookings" Those were the keywords he was actually wanting us to chase.
We did have a good laugh at first, than we decided to get down to business. The important factor in keyword research is using a funnel methodology to find the most converting.
eg. Hotels Kuala Lumpur, Thou is massively searched is not really relevant.
Let's look at something more in line :- Budget Hotel in Bukit Bintang , Now this is a lot closer to what we want however it is still someone shopping around. Branding may help you get a better conversion but let's jump a little closer.
Budget Hotel in Jalan Alor , now most experts may consider this a not well searched phrase however, this will have a 75% chance of converting (results based on Google analytics). Directing the traffic to the correct URL is also very important. These things aren't taken into consideration when doing research and it is a pity. The success or failure of your business may on day depend on the smallest detail.
No comments:
Post a Comment