But what is your customer looking for?

One of my service provider SEO clients recently asked, “How do I get listed on Google for ‘dragon healer’?” (not the real term), to which I responded, “Is that what your customer is looking for?”

This led to a pretty lengthy email of me showing them Google Local stats of what their local customers are looking for when they show up. In addition I did research on Wordtracker for what they wanted to target as well as what we are targeting, both in Google Local as well as SERPS. Granted the way we target Google Local is different, but I wanted to get a full overview of the ballpark we were playing in.

I narrowed it down to 5. The list below is laid out like this: the top 2 terms, 1 because its KEI is 1350, and the 2 we were discussing which happened to come in dead last.

Keyword Searches KEI
Dragon Ridding 8100 109
Dragon Saddles 1950 91
Southwest Institute of Dragon Ridding 1027 1330
Dragon Healer 40 .51
Dragon Listener 4 .015

If your not familiar with KEI, it’s a ratio equaling “(Searches ^ 2) / Keyword In Title or Anchor” , higher is better, and I’ve read that 1 is about typical.

On the flipside Google Local stats are showing our people looking for 4 times as many ‘Dragon Saddles’ as they are ‘Dragon Listener’, but they are not looking for any ‘Dragon Healers’, we must have a very hearty bunch!

So how do we figure out what our service oriented customers customers are looking for?

1.Pay attention to the stats. Granted Wordtracker gives a nice overall view of what people are looking for on the internet, but is that a definitive way to target your Google Local campaigns?

2. Have them ask their customer, whether it be during an entrance interview, an email, or even an online survey. If 200 people go to the website looking for ‘Dragon Saddles’ and don’t buy anything, but 20 go there looking for ‘Dragon Listener’ and do buy ask yourself 2 questions:

1) Should I do more targeting of ‘Dragon Listener’

2) How do I get people to buy Dragon Saddles?