SEO Campaigns Need To Attract Quality Traffic, Not Just Quantity Says Punch
01/17/2012

When researching keywords for search engine optimisation (SEO) campaigns many businesses will naturally opt for those that are searched for the most, however, in some cases these terms are fairly open and ambiguous and could possibly attract visitors that aren’t appropriate for the services or products available. As such, PR, social media and search agency, Punch Communications, recommends that the keywords are chosen based on the quality of traffic they are likely to attract, not just the quantity.

Online PR News – 17-January-2012 – – When researching keywords for search engine optimisation (SEO) campaigns many businesses will naturally opt for those that are searched for the most, however, in some cases these terms are fairly open and ambiguous and could possibly attract visitors that aren’t appropriate for the services or products available. As such, PR, social media and search agency, Punch Communications, recommends that the keywords are chosen based on the quality of traffic they are likely to attract, not just the quantity.

In some cases keywords will attract both quality and quantity but this is often the exception over the rule. Keywords that are truly reflective of a business and its products and services may attract less traffic but, result in higher sales as the visitors will land on a page which accurately reflects what they are searching for. On the other hand, a site could attract thousands of hits per day, but convert hardly anything.

Ben Leuty, account manager at digital PR agency, Punch Communications, commented: “Defining the most appropriate keywords can be tricky. It is of course very tempting to just go for those terms that get searched for the most in search engines but it has to be taken into consideration how much of the traffic is likely to convert into new business or sales. If the percentage is low, then it’s often better to go for those keywords that are likely to capture the traffic of the target audience, even if the volumes are lower.

“For example, if a producer of high quality wine opted to go for the keyword ‘alcoholic drinks’ then the site would more than likely attract a high volume of inappropriate visitors who are searching for beer, cider and spirits as well as wine. Although some traffic will undoubtedly convert, if the term ‘quality wine’ was used, it reflects precisely what the business offers and what the visitor is searching for - therefore, the percentage of sales conversions is more than likely going to be much higher.”

Punch Communications offers integrated PR, search and social media campaigns. If you are reviewing your PR, search or social media agencies and would like more information about Punch Communications, please visit www.punchcomms.com

Punch Communications