Understanding Ecotraining’s Business and Who They Were Selling To
This title could have also been called “keyword research”, but that over simplifies one of the most important steps of a great SEO strategy.
The company who EcoTraining had worked with to build their new website ( and who had sold them on SEO and AdWords ) had asked them to send through a spreadsheet of all the keywords they thought applied to their business along with the content for the site.
They then “plugged” those keywords into the website, SEO and Google Ads without ever asking if they were the right keywords for EcoTraining or not. So many SEO agencies make this mistake.
Target The Right Keywords
It is pointless being number 1 in Google if you aren’t being seen by the right people who want to buy your products and services. You can have all the traffic in the world but it will be pointless if it is not quality targeted traffic for your business.
50 of the right people can be more valuable than 1000 of the wrong.
We already had an understanding of the African safari market having worked with a few inbound safari companies already.
We delved into EcoTraining’s business even more, asking them questions, finding out who paid to attend their courses, who the different courses and programs were aimed at, etc. Along with the help of the keywords they thought applied to their business and our own extensive keyword research through Google’s and Moz’s keyword explorer we created a simple list of keywords we needed to target in order to get the right people coming to their website.
A Short Keyword List Can Be Better Than A Long One.
It is only possible to target so many keywords on each page of a website effectively. Trying to be the highest ranking website on 50 different keywords is just going to stretch your resources to thin. We prefer to focus on 5 core keywords to rank for, strengthen the overall SEO of a website so that blog posts and long tail keywords can start ranking. Once those 5 are ranking in the top 3 – 5 search results we add 2 more keywords and so on.