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When you remove the gloss and look at the basics, search engines are very simple – they match the text their users type in the search box with text found on websites visible on the internet.

Therefore, is a user types in a word or a phrase that describes the product or service that you offer, but you do not use those words on your website, it is unlikely that that potential customer will find you. This could be viewed as an oversimplification, but it describes one of the main challenges faced by everyone operating a website.You may think you know the 'keywords' surfers are using to find websites like yours, but do you actually know what words and phrases are being used?

No matter how well you think you know your customers, there really is no substitute for finding out how they actually search for what you offer. Even if you engage in market research already, you'll be surprised what our data mining can reveal about your industry and how potential customers try to engage with it. Only with this knowledge of real demand can you go on to create or modify content on your site that is actually relevant to your audience.

Data mining at this level is hugely complex – understanding what users are actually typing into the Google search box without access to their log files is impossible and although there are some tools available on the market (both free and paid-for) which provide a list of keywords and an estimation of the number of searches, this data only really touches the surface and goes no way towards actually helping you to understand the data or in which context the user was searching for a particular word or phrase. Enterprise businesses have a brand that must be carefully managed and it's a nigh-on impossible task to create content and individual pages that can appeal to every single prospective customer without appearing to search engines that you are violating their guidelines with keyword stuffing or spam.

Keywords… the end of an era

Across the entire SEO industry there is a non-productive obsession with basing the content of an entire website around a small number of 'big hitting' keywords that are in some way related to a client's product range or service. Website owners believe this small selection of keywords are responsible for delivering the largest volume of traffic and in response, attempt to 'optimise' their site around this tiny list of words. For example, keywords relevant to an online lingerie retailer might be 'bras, 'sexy lingerie, 'thongs' etc.

This approach is short-sighted and in a word, wrong.

Why? Because this is not how potential users actually search on the web.

Introducing… the long tail

Following the keyword-led approach to Search Engine Optimisation may glean some results but it is by definition limiting – although some keywords might deliver large volumes of traffic, if you add the huge selection of alternative search phrases to your web pages, added together these phrase will represent the interests of, and thus deliver, more traffic.

The long tail of natural Search is the collection of all of these 'other' or 'alternative Search phrases and it is the long tail that will offer you and your website true Return on Investment when it comes to helping Google understand your Content and thus index and rank your site.

Convert247 has the solution to the challenge of examining and delivering your long tail of Search phrases which forms part of our User Demand Analysis.

User Demand Analysis: Unleashing SEO for enterprise businesses

When we offer User Demand Analysis we provide clients with a unique insight into the vast world of Search terms they can apply throughout their site to assist Google understand your web pages. Not only do we provide a comprehensive target list of expressions and phrases actually used by potential customers to find information relating to the client's core business, but with our proprietary database mining tools, we consolidate this information into a workable guide which is ready for immediate implementation.

User Demand Analysis focuses on:

Volume of Demand – The products, services and skills your users are looking for, together with the relative volumes of traffic generated by each type of demand.

Volume of Semantic/Linguistic Occurrence – The products, services and skills your users are looking for, with their Search terms analysed by semantic or linguistic type – by analysing how users search the web you can ensure you serve the Content they require.

Unique Content – Strategy and Implementation

On completion of the User Demand Analysis the client is presented with a comprehensive set of recommendations that will form the strategic basis for ongoing SEO covering both information architecture and content strategy across the website.

These on-page recommendations will include how to manage your header or H tags, the correct keyword density, HTML title tags, meta descriptions and managing images and Alt Image Text. As most of our customers manage very large websites often including websites with millions of unique URLs we also advise on how implementing the long tail approach can be 'automated' and thus deployed successfully across the entire website with minimal disruption or alterations to your existing code.

We look forward to working with you on your Search Engine Optimisation strategy

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