As a business involved in caring for seniors or providing assistive products to them, you have to make it easy for people to find your website. Why? Because many family caregivers live a long distance from their loved ones. They’re not going to be paging through the Yellow Pages or local newspapers when they’re looking for help. The most logical place for them to turn is the Internet.
So you have to be easily found on the web. That means you need search engine optimization to move your website up in the rankings. But before you start on your search engine optimization efforts, make sure you don’t miss step number 1—keyword research.
Discover the Golden Nugget Keywords
A lot of people want to dive right in to search engine optimization without much preparation. For example, the manager of a homecare business might want to jump in and optimize their business for the word “homecare.” This sounds somewhat logical, but first you need to answer these questions.
Are your prospects are searching on ‘homecare’?
If this is a word you hear your prospects and clients saying in conversations with you, they likely are likely typing it into the search engines.
However, most often searchers use two words instead of one. And a two-word searcher is more likely to convert into business than a one-word searcher. That’s because two words are more specific. The searcher is more likely to find what they want and buy it.
Does the ‘homecare’ keyword generate traffic?
The answer is a resounding “yes” since there are over 27,000 searches a day on Google on ‘homecare’.
Is this a battle we can win?
This is the most important question that managers forget to ask.
If you can’t win, why even start the battle? There are actually two parts to this question. The first is ‘how many competitors are there?’
I have some cool software, Market Samurai, which tells me there are over 17 million web pages globally that mention the keyword ‘homecare.’ That should raise a few concerns about trying move to the top of the search engine rankings with this keyword alone.
But let’s suppose for a moment we’re not scared off by the 17 million or so competitive pages out there for ‘homecare.’ Now to the second question. What’s the strength of the competition?
We’re going to look at the top five ranking websites. What we’re looking for is the number of pages on the websites, the number of back links, the age of the websites and a few more stats that I can’t cover in one blog post.
Again, with the trusty assistance of Market Samurai, I can tell you that all the websites in the top five rankings have more than 2,000 web pages and more than 2,000 backlinks from unique domains pointing to the website. The number of pages on your website and the number of backlinks are just two of the determinants of your position in the search engine results.
It seems to me like this could be a highly charged battle.
Is the battle worth winning?
If you offer a regional homecare service you’re probably better off optimizing for a local geographic search such as ‘homecare Philadelphia.’ But let’s put that aside. You want to know if you can make money if you win this particular battle.
So it’s time to look what people are paying to Google for the number 1 AdWord position. The current price is $15.14 per click. We assume that price has been determined fairly on an open market so the value of the clicks is equal to what the top company is paying for them. Since the listing that comes top typically gets 42% of the traffic, this advertiser can expect 42% of the 27,000 visitors or 11,340 click throughs to their website. So, take the 11,340 click throughs and multiply those by a cost per click of $15.14 and you come up with a value for that position of $171,687 for daily traffic.
Now that sounds wonderful to me; however, if the answer to the question “is this a battle we can win,” was a “no,” then it’s still not worth pursuing.
To learn more, download our FREE report–How to Market Products and Services to Seniors, Overcoming Denial and Guilt.