SEO Norwich – Google Keyword Tool Accuracy

I wanted to update Duncan’s original SEO Norwich post and expand on of the themes he raised regarding how the Google Keyword Tool can be misleading.

Keyword research is a massive part of SEO and any digital marketing strategy. It is important to identify key search terms which are right for you to target.

SEO Norwich is a product and location specific search term. The level of activity around the search term offers useful insights about how local companies target search terms and also help to create and perpetuate them.

It’s not just your customers who are using your targeted search terms.

Be aware that your competition will also be searching for these terms adding a number of searches to the Google keyword tool results. Which will not be potentially actionable visitors to your website.

SEO Norwich on the surface appears to be a viable search term, the Google Keyword tool in exact match mode shows a level of traffic and the PPC value is high at over £4.00 per click.

So why could there be problems with the value of the search term? The PPC value of the search term is inflated by interest from national companies, but when the traffic levels of the term are shown in the Google Keyword Tool reveals a top bid will produce less than one click per day.

So what happened? the artificially inflated traffic for the search term has brought in PPC customers who have not really researched the term thoroughly.

Local companies have seen their rivals ranking for the search term and decided to target the term.

The Google keyword research tool is an important tool for sourcing and assessing potential keyword and search term traffic.

However it is important to remember that the traffic numbers you are seeing are traffic estimates only and not actual definitive volumes.

David Naylor put up a good post on this back in 2010 it still holds up today.

SEO Norwich is a great example where the owners of websites listed in organic search are contributing the majority of recorded searches as they check their own ranking positions.

SEO Norwich as a search term can be thought of as a publicity ranking though the term does not inherently carry large volumes of convertible traffic it is useful for the companies involved to show dominance over their rivals.

The majority of search terms which Google records each month are brand new so it is vitally important that you review your analytics to understand what search terms are already in use by your visitors and use these as a basis for one part of your keyword research.

Talking to your customers is a great way to find out how think about and search for your products and services. Social media networks are a great vehicle for doing this, simply ask what terms people would use to search for your products and services to gain an insight into areas you may not have considered or may have missed.

Keep your keyword strategy flexible and be prepared to do very thorough research to make sure that your chosen terms are in use by your customers.

Written by Keir Harness