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Thinking of getting some SEO work done on your website to bring in more business? Great idea! Organic search engine marketing is still the most effective way to generate more business conversions on your website. Done well, it’s also very cost effective, because expert SEO work will last you many years. The most ideal SEO implementation is one that keep providing great leads long after the campaign has ended and also doesn’t fall over the instant that Google makes an adjustment to their search algorithm.
The first step to discovering opportunities for organic SEO is to perform keyword research to discover search opportunities for which your website isn’t performing all that well. The keyword phrases need to be commercially sound, on topic, and show a clear signal that the person searching it is looking for what you’ve got to offer.
Recently, I discovered “New Zealand’s leading SEO company” (their own words) had been showing their prospective clients some really interesting keyword research data from the Google Adwords Keyword Planner. For those of you not familiar with this tool, it’s the industry standard #1 place for most SEO operators to get real-life search data to work off. The tool allows you to measure rate of occurrence of words and phrases you already know about, but it also provides many examples of words and phrases closely related to what you do which you might not yet have your website optimised for. It’s an awesome tool and one I would find difficult to do my job without.
It was great to see they were using the Google Adwords Keyword Planner to advise their clients, until I looked a little more closely at their report. Here’s an example of the kind of thing I saw. It’s not the exact report, but you’ll get the idea.
For the sake of this example, let’s say they are planning SEO work for a tax accountant in Auckland city. In the image below you will see a fabulous graph supplied showing seasonal trend and search volume data for the last 12 months. As expected, a low patch in December when people really won’t be sending their tax account Christmas pressies. There’s also small peaks correlating to key tax dates in NZ. Nice graph!
In the top text box are the two keyword phrases I am testing against: “tax accountant Auckland city” and “tax accounting services Auckland city”. On the left hand scale of the graph you can see the search volume figures of 25k up to 75k. The average looks to be about 60k, i.e. 60,000 searches per month in Google search. Impressive figure!
Here’s my question for you: If you are a tax accountant based in Auckland city, do you think these are great keyword phrases for your business? If YES, how much would you invest in getting to Google’s first page for these? Would it be more that $5 per day? Maybe it’s even worth $20 per day to you? More? The company who provided the report to our client was suggesting that if they could get our client to Google page 1 (not #1, just somewhere on page 1), they would charge $900+GST per month. If they couldn’t do it, they’d just charge $5 per month and no more. This policy is part of their “Google Page 1 Guaranteed – No Result, No Charge” policy. Seems like a fair deal to me.
tax accountant Auckland city
tax accounting services Auckland city
Imagine your are the tax accountant. What would being on page 1 of Google be worth to you for the two keyword phrases noted? They are highly commercial phrases and a search for this is exactly the kind of person you want coming to your website.
Once you’ve answered, I will share the rest of this story with you.