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Put people first and the keywords will follow

On the road to better search rankings, the temptation to go after keywords promising volumes of search traffic is alluring.  But while that might seem to offer the quickest route to the prize of more customers online - time and time again these goals are unrealistic.  The numbers based search campaign planning methods pay no attention to the intent behind those keywords i.e. they lack the understanding of people who’d actually buy off you, which is crucial if you want you want a positive return from your marketing spend.

Put yourself in their shoes

The first step in improving your search performance is to get a better understanding of the people who want to find you from their search bar.  As marketing managers have always known, this calls for figuring our exactly which segment of people you are trying to reach.  Only with an understanding of who these people are can you then target your content to appeal to their needs. Only with the demographic data like age, sex, location, can you have a background to understanding their search intent.

To understand your client base’s thinking, you have to know what it’s like in their shoes. Demographic profiles are needed to look at who your audience’s role models are likely to be and what they consume. Whether these are girly magazines, the nine o’clock news or the creative review, your direct competitors are likely to be positioning their wares to that audience. This exposure whether it’s advertorial or an editorial feature influences how they think discuss and search for the products or services that you sell.

Misleading shortcuts

With knowledge of how and where your target customers are likely to talk about your brand, you not only have a much deeper an understanding of the types of phrases used by your core buyers, you will hopefully know what it is they value about your products and services that prefer your brand over the competition.  It is high time to dump the notion of a quick trip to Google Analytics API is in any way sufficient; as you will be competing with all the other traffic based on the same set of keywords. A race you cannot win.

It’s a fair bet to surmise that Google itself has been loathe to point out with it’s numerous service updates that focus on quick and easy content or keywords is in no way sustainable.

Where is my business best placed?

Over the long haul, the clever money is creating content that fits with what your customers are already in tune with and is in the right place.  Where you don’t have a first to market advantage, look at what your competitors are writing, the phrases they are using and ask yourself whether you could do better. Only with that in mind do you know the key phrases and topics you should be writing about.

Andreas Voniatis

Andreas Voniatis

Andreas Voniatis read Economics at the University of Leeds, graduating in 1999 with an Upper Second Class honours degree.  Upon graduation, Andreas pursued a career as a management accountant, becoming a passed finalist of the Chartered Institute of Management Accountants in 2.5 years, with first time exam passes in every

 module. His accountancy career covered various management accounting roles at First Choice Holidays, BOC Group and BT.

During his accounting career, Andreas became a self taught website designer in 2003 and worked alongside many of the avant-garde SEO consultants learning and testing many of the SEO techniques in highly competitive industries.

Alchemy V Ltd was founded in 2007, on the back of selling DreamBingo.co.uk to the WinTech Gaming Group based in the USA, and in response to the opportunities and rising challenge of competitive Search Engine Optimisation (SEO).  As a consultant Andreas contracted for The Move Channel (formerly Lead Galaxy) as an online marketing manager expanding on his web search and accounting analytical skills to email marketing, display advertising, web project management, website analytics, and establishing XML partnerships, including with the Telegraph Newspaper.

In 2009, Andreas left to join Infectious Media, a New Media Age award winning agency, as their Head of Search, responsible for their Pay Per Click (PPC) and SEO product and client servicing.

In 2010, Andreas reprised his role within Alchemy V Ltd and rebranded as Alchemy Viral with clients including his former employers Infectious Media, Xoomworks, CyberSports, Akiko Web Design, and Thrive Active.  With his  company’s delivering beyond expectations, Alchemy Viral grew in stature winning further clients including Discount Vouchers, News International, Interpublic and Carat.

Andreas is actively developing the company, with particular regard to Product Development and Business Development.  This is an exciting stage for the company with new staff coming on board to meet the scaling operational challenges to meet and exceed client expectations.

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