Search Enginge Findability (SEF): How easily can people find you when they are searching for your service or product?
Brown Box helps businesses like Australian Opal Cutters increase their findability through search engine placement.
What terms to target?
One of the questions I have had to ask for Australian Opal Cutters, “what will people look for?” The obvious answer might be a simple description for the industry or product you offer. For their website it could easily be opal. But you could also describe with terms such as wholesale jewlery or opal cutters. Not so easy to pinpoint and how much competition will there be on a word like opal?
Diversify and get searches
The more the competition, the harder it might be to get into the top page of the search engine results pages (SERP). Take a look at the SERP opal for Google - it returns around 19.4Mill results. If I target something like Australian Opal, then with less competition (1.12Mill) it can be easier to return a higher search engine result. Our lesson here? Diversify your possible search terms.
Australian Opal Cutters was found in September through 558 different search terms; which shows us that people aren’t just going to look for opals or some other short variation of that term. I often wonder what people are thinking when they find the site with terms like:
- pendant sterling wholesale setting findings;
- australia opal code 1603 bracelet;
- huge black opal -ebay -e-bay;
- australian rainbow stone;
- claire sanders sydney; and
- j71628.
Some are obvious, but some like j71628 make no sense to me at all but with 558 different search terms that return Australian Opal Cutters the findability of the site is greatly increased.
Increase searches increase sales
Think of your site, how many search terms do people find you with? 5? 10? 20? Increase those and be found! The best way to do that is to provide lots of good content related to your business or related to the website. It will take time, but in the end it will translate into more traffic and the possibility of more sales. I am glad to see as a result of my work that in April there were only 273 search terms that resulted in a click through to Australian Opal Cutters, compare that with 558 in October and I think we can classify that as an increase in findability which has resulted in an increase in sales by 1800%. There’s always a lot more work to go, and search is not the only way to gain traffic. But it is a good start.
