SEO strategy: Or how to find the expert on the Internet
So we started to think about keywords, search intentions, target groups and content.
In the first step, we learned that the terms we like to use to describe our business itself are unfortunately only
- very rarely and/or
- with completely different intentions
are searched for on the internet. An example:
How many times a month do you think “valuation of machines” is googled?
Ten times! That was – I admit it – a bit of a shock. We knew that we were working in a niche, but not sooo niche after all…
A second example: When we talk about “company relocations”, we are talking about calculating compensation sums when, for example, the public sector needs land for infrastructure projects.
However, most people who type this term into the Google search slot want to know what the labour law consequences of a relocation are. Interesting, but not our business.
However, it is very worthwhile, with a lot of patience, diligence and imagination, to research what terms could be used to describe your service, especially by people who don’t even know yet that the service exists (and that it could help them).
In any case, we have been able to win completely new clients for ourselves in this way, for example in the area of fair market value appraisals for machinery.
And very often we have heard the sentence: “I wish I had known you existed earlier!”