Mediarun Search Marketing News

Search engine optimisation should be led by consumer trends

June 23rd 2010

Search Engine Optimisation News

With the growing complexity of search engine marketing, it is all too easy for firms to avoid putting their heads above the parapet to investigate what consumers are actually interested in. Creating a methodical search engine optimisation strategy is an admirable cause and can pay dividends in the long run, but if firms don't get on the front-line and discover what their customers are actually searching for, their website optimisation programme could, at best, be hopelessly misguided and at worst, detrimental to their bottom lines.

It is often difficult to gauge what tack a search engine optimisation campaign should take, and it makes sense to consult a professional SEO agency when looking for a suitable range of keywords to start using.

You need to know exactly what terms consumers are using when they begin searching and adapt your strategy accordingly. What's more this search engine optimisation strategy should never be set in stone, it should constantly evolve and adapt to the latest trends - no matter how temporary they are.

Being flexible but also thorough with your keyword research was highlighted as vitally important in a recent study by unbiased.co.uk.

The company looked at the top 100 search terms for independent financial advisers (IFAs) and found that the keywords used by consumers were not necessarily the same as those used by professionals in the industry.

According to unbiased.co.uk, the most commonly searched for term when consumers are on the hunt for independent financial advice is 'mortgage adviser', followed by 'financial advisers' and 'financial adviser'.

The firm said that 'independent financial adviser' - a term often used by IFAs in their web content - lagged behind in fourth position.

Unbiased.co.uk chief executive Karen Barrett said the results of the study highlighted the importance of having a "consumer-friendly" search engine optimisation strategy.

She added: "The online world is fast-moving and IFAs risk missing out on vital business by not understanding the consumer's online search behaviour."

Google is currently targeting IFAs with a number of search engine marketing tutorials aimed at improving their website optimisation programmes.

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