First But Still No Enquires

So you’ve finally climbed up the ladded to the top of Google for your target keywords and you have sat patiently by the phone for a week and it has not rang. What do you do now?

1) The Stuff You Should Have Done At The Start –
Use Google’s keyword planner to check how many searches there are a month for the exact keywords that you rank for. Hopefully you won’t be presented with a “0” or “-” but a nice high number.

As a very rough guide divide that number by 4 to estimate how many of those people should be visiting your site. Then typically between 3% and 10% of those visitors should enquire depending on your site. So if you rank first for a term that gets 1,000 searches a month you may get 250 visitors, leading to 7 – 25 enquiries a month. Usually the higher number is for simple e-commerce transactions and the lower number is for more complex service based transactions that require the person to contact you for a price.

2) The Other Thing You Should Have Done At The Start-
Perform a search on Google and check who else comes up on the first page. If the websites that come up aren’t competitor’s then you may have misinterpreted the meaning of your chosen keywords. This is a lot more common than people realise. When you work in a particular industry the vocabulary you use has a very different meaning to you then it does to other people.

Even a search for a common word like “cat” will bring up many different types of site. When I search for it today the results include a manufacturing company and the Centre for Alternative Technology.

Another big error is if the keyword stands for a particular website and is not a generic term i.e. it is actually the name of a competitor then a high majority of people will go straight to the site that they were looking for, skipping past your website in the process. These are called “navigational searches”.

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