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SEO > WALT™ search engine optimisation - Words

Feasibility Assessment of Future Projects

Market Assessment of Products

When considering a web project, we will draw up a shortlist of the key products and services that a site intends to sell, including products and services which may be related. For example, if we are considering the feasibility of a website offering flights to a particular destination, we might consider searching for keywords relating to car hire and hotels in that destination. We also might consider information relating to car parking at UK airports and coach tickets to get to the airport. However, we would exclude any keywords which we do not think were relevant, for example if a website was selling premium tours to a particular destination, we might include “holidays” as one of the keywords, but we would exclude the term “cheap flights”, as this would be unlikely to produce a significant number of relevant visitors.

Assessment of Keywords adopted

We look for synonyms, for example car insurance and motor insurance, whereas we exclude terms which we know not to be relevant to the target marketplace, such as auto insurance, which is a common term in the USA, but not in the UK.

Once we have drawn up a shortlist, usually of five to ten keywords, we use an online database to find out which keyword combinations are most relevant to that search. For example, by entering mortgages into the database, it may also suggest “mortgage calculator”, “mortgage comparisons”, “mortgage rates” and “buy to let mortgages” as relevant search terms. This database also gives us an idea of how many daily searches there are on each term -- in the financial services sector, for example, there are over one million worldwide daily searches on related products, whereas there are over 2 million daily searches relating to travel*.

At this stage, we also make sure we eliminate any keywords which are not relevant – for example, a website specialising in flights from the UK would not be interested in hot air balloon flights or flights between Germany and Spain . We can also remove searches on brand names which might not be relevant to the local market -- for example a site dealing with UK mortgages does not need to include search terms for Fleet Bank mortgages, as they are a US bank. If we are targeting a UK only audience, we know that approximately 10% of all daily English language searches are generated from the UK , although this figure can be substantially higher than that if the search term is geographically relevant. For example, searches for “cheap flights to Edinburgh ”, or “ Halifax mortgages” are both likely to contain an extremely high proportion of UK traffic.

Keyword Competition

When we have a list of around 100 potential keywords, our database will also tell us how many competing websites there are on any particular search term. From this, we can make an approximate estimate of how many daily visitors we are likely to attract for each keyword.

The keyword database used is generally considered best practice amongst many search engine optimisation specialists, however we go beyond this and have our own formula for working out which keywords we think are the most worthwhile to target. This is based on our in-house experience gathered over the four year lifetime of our search engine optimisation practice.

Once we are able to estimate how many visitors we think we may be able to attract to a website, we are then in a position to produce our likely best and worst case scenario predictions (LBW).

* Source: Wordtracker Database