When people start thinking about Google, SEO, and keyword research… their IQ seems to drop 20-30 points.
They imagine the billions of people using Google every day – and how many “free” customers their site will be inundated with… But they don’t stop to think about whether (or how) their customers are actually using Google.
So they charge towards SEO – only to realise their website is a starving vegan that sat down at Google’s BBQ buffet.
Keywords are great.
There are about 300,000 business owners and marketing agencies worldwide who use the SEO and Keyword Research tools I worked to design, launch, and market (via the Market Samurai SEO software suite).
So I am a big believer in the value of keyword research and SEO – and the long-term value of clients that a good Google ranking can bring to you. And I’m a huge believer in the value of pay-per-click search advertising via Google Adwords.
But I’m not a “when your tool is a hammer, everything is a nail” kinda guy.
If you’re running a B2B business, or can easily describe your ideal customer, then Google probably isn’t for you.
Consider the following alternatives…
Business Sector Targeting
One client I coached ran a consulting and accounting firm that focussed on a very, very specific type of business.
Rather than investing huge amounts of effort into SEO, and waiting for potential customers to find him via Google, he could simply open the phone book and see all of his potential customers listed in plain view!
The key for him was to simply craft an attractive offer to approach them with – and begin nurturing those potential customers over his long sales cycle.
Another coaching client ran a skin care practice offering various treatments to women, typically aged 40-60, in her local area.
Although there was a little bit of value targeting keywords in her local area – e.g. “anti-aging treatment hawthorn”, “anti-aging facial Camberwell”, etc – they could target ideal clients much more effectively via Facebook instead.
Similarly, if your clients are centred in one (very specific) local area, you need a local advertising strategy – not a global advertising strategy.
A local dog walking business uses stickers advertising their services at dog-friendly parks in my area.
A local home handyman puts a few flyers in letterboxes every time he visits me or one of my neighbors.
Facebook advertising – targeting a specific postcode or area radius – can work very well too.
A lot of coaches I know work with a specific type of person (e.g. senior managers at accountancy firms).
If your business targets customers who work in a specific role, then LinkedIn is perhaps the best source of leads for you.
Again, I recognise that keywords aren’t helpful or valuable for all businesses.
The specific types of businesses that keywords work best:
- OFFER WIDE DELIVERY SCOPE – Businesses that sell info-products, products that ship, or services that can be delivered remotely;
- HAVE NO SPECIFIC DEMOGRAPHIC – Businesses whose customers are consumers (B2C businesses), or whose customers could be just about any business in just about any industry (B2C);
- ARE NOT GEOGRAPHICALLY LIMITED – Businesses that do not rely on proximity – and can sell outside of their local area easily;
- HAVE SCALE OR MARKET SHARE NECESSARY TO WIN THE SEO RACE OVER THE LONG TERM – Businesses that sell a very specialised product or service, own a large market share in their market, or have a huge scale or scaleability [note: For SEO only. This isn’t relevant for Adwords];
What are the biggest opportunities for your business?
What do the stats say?
Your Google Analytics account is a huge wealth of information, insight, and opportunity. Let me help you to decipher the numbers, and spot opportunities for quick growth. Find out more here.