Website’s are great things (you’re reading one so let’s assume you know that already!). The bigger you get the more time work and effort should go in to it, especially getting it up the search rankings.
There are 3 steps to getting your marquee hire site up the rankings:
- Do some research on what keywords and phrases you want to target
- Optimise your website for your chosen keywords
- Carry out a linking strategy
I’m going to cover number 1 today and 2 & 3 next week.
Researching keywords & phrases
Ignoring the fact I can’t legally set up a marquee hire company due to the contract I signed when selling our old company let’s imagine I was starting a new hire company -Spencer’s marquees (I like it already).
The first thing is to be realistic. You’re not going to get top of the rankings for ‘marquee hire’ without paying a professional upwards of £15k/yr (actually good value, we spent more on Yellow Pages years ago). But think about it, unless you’re covering all of the UK you don’t want to be.
I live in Reigate so I’d imagine the terms I want to get are ‘marquee hire reigate’, ‘marquee hire redhill’, ‘marquee hire surrey’ that kind of thing. But before I go any further I need to make sure & do some research.
First thing is to set up a google adwords account -there’s always offers & vouchers around for adwords so look around for those before you sign up. £20/£30 free is typical (when you pay £10). For those who don’t know google adwords are the paid adverts that appear on the right (and sometimes above) any google search. It’s how they make their money.
The next thing to do is put as many phrases into that keyword list as possible. We all know there’ll be lots of searches for ‘marquees’ and ‘marquee hire’ but you need to get inventive, when researching I’ll typically have 60-100 keyword phrases in this list (google suggests some too). Set each bid to the minimum bid 2 or 3p.
Here’s the ironic thing -obviously it’s nice getting people to click through to your website but you’re not bothered if they do or not. What you need is the column marked ‘impressions’. This shows the number of people who have searched through google for that keyword phrase since you started your campaign. Easy research huh?
Check back regularly to make sure no keywords have become inactive then leave it for 2-8 weeks until there’s an established pattern and you know which keywords you want to use.
Until this research is finished you can’t move on to step 2.
A lot of companies will call you up promising to get you “to the top of the google rankings”. The problems with these companies are:
- What keywords are they promising to get you to the top for? It’s pointless getting to the top for googling ‘Spencer’s Marquees’, that’s not going to bring in more business it’s just going to increase my ego (which I’m quite happy with)
- These companies will only do step 3 of my list above. They’ll quote ‘a recent google white paper’ that mentions you need quality inbound links, which is true but ignores keyword research and optimising your site which is far more important. Don’t give them your money, it’s not worth it.
Don’t believe I know what I’m talking about? Google ‘marquee hire advice’ and this blog is usually number 1. Google ‘marquee for sale’ and our domestic sales site is usually number 1.
Thanks for reading.
Spencer
