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28 Charter I October 2011
It might sound like a ridiculous question,
but what keywords or phrases would a
potential client have to type into Google
Search to fnd your business?
If you don’t have a clue, that’s not unusual
and in fact it’s the most common response
to the question. Businesses that are
oblivious to the words used to fnd them are
usually the ones that rank poorly, or not at
all, in Google listings.
When it comes to online searches, Google
is the ringmaster. Sure, there are other search
engines and platforms, but Google is the
recipient of 90 per cent of all searches – so
that’s who your business has to perform for.
Google’s organising methodology has two
> Indexing (identifying the type of information
it fnds and analysing it)
> Authenticating (assessing the usefulness
of the information and its quality).
In the identifcation of the information,
Google spiders or bots crawl through
all the pages and posts of your website
pulling keywords denoted in the titles
and descriptions that you have purposely
placed there. These titles and descriptions
are referred to in geek speak as meta-
descriptions and meta-titles which appear
in the Google Search listings.
In the example below, a Google search
for “accountant professional indemnity” has
Chartered Accountants ranked number
three. Notice the well-crafted meta-title at
the top, and the meta-description below.
In this case, the search terms are
How key words and phrases can lead internet
searches to your business.
Story Dan Toombs
placed frst in the meta-title and the meta-
description. It’s this description that has the
job of primarily persuading the searcher to
open up the site.
The meta-title and meta-description
can be added easily via the content
management system (CMS) on your
website. If you haven’t got one, you most
defnitely need a CMS or a developer close
by who can add them. Remember, this
isn’t just your home page, but every page,
post and image on your site that requires
these key characteristics. Don’t wrongly
assume that all traffc will enter via your
homepage. Every page on your site has a
job to do.
It follows that those businesses that are
attentive to the keywords they wish to be
found for and that place these words in the
meta-titles, meta-descriptions and in the
web page content itself will get found for
those keywords or phrases. Better still, if
the business has conducted some keyword
research and as a result considers it can
rank well for those words, then this provides
excellent ranking opportunities.
Let me explain a little more. If you’re an
accountant practising and intend to write
content about fringe benefts tax, then
instead of just writing it up and posting it
on your website, head across to Google
Adwords here: https://adwords.google.
Google Adwords Keyword Tool provides
a useful gauge as to how popular particular
search terms are. If your practice is already
involved in a pay-per-click campaign, then
the keywords in your advertisement should
derive from this tool or equivalents.
Enter the keyword or keywords and ensure
the search location is Australia. In this case it
is fringe benefts tax.
Following the frst return of results, go
to the left hand side of this page, uncheck
‘broad’ and check ‘exact’. You will now be
provided with an exact local monthly search
of people entering ‘fringe benefts tax’ and
other related enquiries.
According to the keyword tool, 1900
people every month are entering this exact
phrase into Google each month. In the case
of broad search, where the term is used
with other words, it reveals 27,100 searches
every month. So by labeling your titles,
descriptions and content correctly, you will
not only better your chances of catching
people searching for this exact term but also
those searching on its variations.
In our experience, most businesses never
consider keyword research when marking
up any content for their website. So the
businesses that have an online marketing
strategy with a focus on content, in particular
well-crafted content that derives from good
keyword research, are dominating the market
and, from all reports, will do so in the future.
In an upcoming Charter article we’ll
examine how Google authenticates your
business’s website content and reveal
some simple ways of enhancing your frm’s
collective online weight.
Dan Toombs is the director at Grow your Firm: The
Professional Services Marketing Company. See
growyourfirm.com.au or call 1300 886 322
Professional Indemnity Insurance - Institute of Chartered Accountants
www.charteredaccountants.com.au/ .../Professional-indemnity-insura... - Cached
13 Apr 2011 – Looking for professional indemnity insurance for the frst time, or reviewing
your current policy: consider the unique tools and assistance ...
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