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One character in search marketing could be 300 more customers

One character in search marketing could be 300 more customers

The business and marketing scene are really great for buzzwords today, no? Our inboxes and ads between industry articles are peppered with vague challenges touting big data, scalability. (Side note: The Forthea team does bring the advantage of data in the cloud.) For the purpose of this post, the buzzwords are often at best nothing more than a confusing white paper download. When is the last time your internet marketing partner balanced strategy with extreme attention to detail for you?

When I say extreme attention to detail, I mean down to one space or character in your website’s keywords and page content. At a glance, would any of us think that one space, one letter would mean 30,000 searches leading to your page per year?

For example, when searching for a term about nonprofits, a keyword phrase with “nonprofit” had 320 searches last year. Meanwhile, the same phrase with the spelling “non-profit” had 4,400 searches per year. When you combine these with other keywords used in a website and competitive insights, the difference is huge.

Great, we just demonstrated that more people will tend to search one keyword over the other. What does that have to do with the sales and profit of your business? Let us suppose for a minute that 1% of visitors searching for your website will become a customer. From one percent of some 30,000 searches, you could be missing out on at least 300 customers per year. Regardless of your industry, that’s something valuable you don’t want to miss out on.

Thanks for reading along with us. Later this month, we’ll take a look at how scoring early and often in search rankings can lead to a cycle of success.

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Zach Doty

Nick Lindauer
Nick is the vice president, client services and operations at Forthea. He’s been working in internet marketing since 2002, when – ironically – he answered an ad in the newspaper. When he’s not at work, he’s off spending time with his family, working on his house, building furniture, cooking on his two Big Green Eggs & brewing hot sauce.


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