The 10 UK search terms for the 4 weeks since Oct 19th 2009 show that UK searchers still don’t comprehend how a browser works.
The top 10 search terms include Facebook, Bebo, Youtube, Ebay, Argos – all major brands with basic TLDs eg argos.co.uk, facebook.com and so on. What this implies is that users are not using the location bar to directly enter the domain name or URL of a site, even when it is a global company with a simple and recognised name, such as Facebook.
Therefore, even if you have picked an obvious domain name for your widget company, such as widgets.co.uk, the majority of users don’t even have a stab at guessing the domain in the location bar – they use a search engine instead.
This snapshot of search behaviour should indicate to many businesses that one of the most important terms they need to be optimising for is their business name and brands, in order to show up in the search engine rankings.
It is surprising how few companies get this, and insist on putting their business name in a pretty logo invisible to the search engines, and giving the index page of their site a page title such as “Homepage”.
Whilst it is not necessary, nor desirable, to scatter liberally across every page the name of your business and brands, to the point where users can’t see beyond those terms to actual quality content, it is vital to ensure that they are included in visible text and indexable content. This includes alt img tags, reference tags, H1 and H2 and so on.
Check your website today and see how many instances of your business or brand names occur on your site, and how many are indexable. Searchers may be researching the availability, price, existence etc of a product they desire, and not know the names of companies who offer it, many more will be searching directly for you if your advertising and marketing is working as it should. If they can’t find your company even though they know the name, they will resort to researching the product/service type instead, and that is where deeper optimisation on many more keywords is essential.