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A Tale of SEO & Lost Jewelry in Septic Tanks
How the two themes, trades, disciplines or skills could be intertwined. And in what manner could the two seemingly unrelated topics be related so that they could be in an instructional or informative message to either Search Engine or Plumbing or both?
In the case of an agency that was having no success what so ever in a web based promotion for septic tank maintenance services it was everything. Pay per click (PPC) had been tried. However search results with this type of advertising service was not effective if highly ineffective. The company and its industry due to the logistics involved in this refuse trade are limited by practical logistics of travel.
Even if the local areas could be well targeted by highly sophisticated computerized search engine target marketing of key word phrases to customers within the specific geographic target markets could be done – the volume of searches was just too small. Pay per click promotional and advertising campaigns run basically on numbers and statistics. It’s all a percentage so to speak of mud thrown against the wall. If you have a million targeted impressions of your ad to that carefully chosen specific customer set or potential customer grouping and you are only successful with 1/3 % of a 1/2 percentage of 1 percent of the ads displayed , then it can be said so to speak tat you are on the proverbial gravy train.
The basis of keyword research is how do people look for or find your product. It is not only that different people , customers and potential customers look in different way it is also that they may look for your product or service offered in ways that you would but also these areas or “market niches” may be a goldmine that few others have thought of or done the keyword research.
It’s not hard to complete a full keyword search. The tools are available, some free, others commercial. However it takes some time, effort, curiosity and determination. Most of all it takes time and effort. The beauty of SEO Search Engine Optimization its tools , tactics and applications is that few people ,marketers or companies take the extra effort to complete the work. Even better is the fact that any individual working at a PC in his basement or even at his local coffee shop has just as much chance and is on a level playing field with the largest companies with the most resources – be it in this case Rotto-Rooter or whatever.
People, who are your potential customers of your product or service, look to have their needs fulfilled and problems solved not to buy your goods or services. A well known and respected Winnipeg based pharmacist who was a marketer long before his time, and well before the internet and web based mass marketing was fond of telling his staff “No one wants to buy light bulbs, but everyone wants the light.” So too is it with products, product placement and sales, and of course web based merchandising to consumers and groups. No one gets up in the morning and announces “It’s a good day to buy life insurance”, but somehow life assurance salesmen seem to make sales and ultimately a living.
In the same manner few people, homeowners and commercial real estate owners and maintenance staff think of septic tank services out of the blue. It’s not first and foremost on their minds or in their priority listings in any way, shape or manner.
Yet when a full and thorough keyword and keywords search process was done on this specific industry – lo and behold it turned out that major way that potential customers who used the internet to search for a vendor in the septic tank maintenance and septic tanks cleaning services was with the phrase “How to retrieve jewelry (or lost jewelry) from septic tanks.
Not only that but this searched phrase had a high volume of traffic – serious potential customers with an immediate problem, were already targeted, verified and willing to buy and be sold on the spot, with an immediacy that determined good pricing and profit level for the tradesman.
Who would of thought of this without proper keyword research? On top of that this particular market niche was not only large enough to be viable, but also offered very little competition – either locally or even nationally. It was a gem – a diamond in the rough both for the final analysis of search engine optimization tools and tactics and a bonus for the website of the client both in terms of easy to obtain rankings and visibility on search engine (SERP) results and ultimately traffic and profit for the plumbing enterprise itself.
