The Importance of Keyword Research
By Colin Ryan
It’s an exciting time to be a marketer. With new and emerging tools like content marketing, analytics, and responsive design, we have more opportunities to reach and engage customers than ever before.
But despite all the fanfare around these cutting edge strategies, there’s only one surefire way to get found by customers: search. By ranking highly for the keywords your customers are searching on Google, Bing, and Yahoo, you can cut through the noise and drive qualified leads to your website.
Not convinced that search is the answer? Here are some statistics that might change your mind.
Search By the Numbers
The search bar has become a crucial part of everyday life.
92% of people on the Internet use search engines; 59% say they do so at least once a day.
Around the globe, there are over 175 billion searches conducted each month (115 billion from Google alone.)
As for how people are using those search engines, here are some insights on user habits:
94% of searchers click organic links on their search results pages, compared to 6% who choose paid or sponsored links.
75% of users never scroll past the first page of search results.
53% of organic search clicks go to the top result, followed by 15% for second place, and 9% for third. That leaves just 23% of clicks for everyone else.
58% of people trust search engines for news and information. Only 41% say the same about social media.
Finally, if search is valuable for consumers, it’s doubly valuable for marketers.
Don’t be so quick to jump on the Facebook bandwagon: search is the number one driver of traffic to content sites, beating social media by more than 300%.
SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
If these statistics tell us anything, it’s that consumers are searching. All the time. Everywhere. As a real estate professional, you stand to benefit from all of this searching–but only if you can make it onto the front page. That means researching and pursuing the keywords your customers are searching on Google.
Want to know more about choosing the right search keywords for your business? Check out our new eBook below: The Real Estate Marketing Guide to Keyword Research.
Published on May 3, 2013