When it comes to optimising a website for the best search engine rankings possible, the first assumption we all make (us marketers included) is that it should be maximised for key words aligned to your industry or product. So, because you’re in the industry you assume you know what people are searching for, like ‘Marketing Agency’, or ‘Website Design’. But, key words are not as easy as they seem. For example, instead of searching for ‘Marketing Agency’, people could very well be typing in ‘Marketing Firm’ or ‘Marketing Company’. Whatever it may be, the point I’m making here is that you can’t assume your key words – you need to find out what people are really searching for. And the results are often surprising!
