When Hendrik Pohl started his retailer Bows-n-Ties.com he already knew some of the basics of Search Engine Optimization, or also called SEO. It was not his first online retailer and everything he had learned from previous endeavors was being implemented at this specialty online shop for neckties and bow ties.
After about a year the site started to rank for more specific keywords such as ?white ties?, ?purple ties?, ?kids ties? and a several others. Traffic started to trend upwards and orders started to come in. What was missing however was traffic from high traffic keywords such as ?ties? and ?bow ties?. He told us: ?I didn?t expect that these two keywords were so competitive, and what surprised me even more is how little traffic came from pages that did not rank in the TOP 3 results.? Although Bows-n-Ties is now visible in Google?s TOP10 results for these two keywords, the placing was far too low to attract many clicks. He continued telling us that ?I had to do something. Although customers seemed to love the site and our products, it did not show in Google?s ranking for these top keywords.?
He told us that the idea to start another retailer came to him after he further analyzed his site using all the free tools Google offers to website owners. ?I realized that I had completely ignored the keyword ?Mens Ties? which receives twice the search volume as ?bow ties? while at the same time being less competitive. ?It made sense to me to start fishing with two hooks and to use different bait for different keywords.? Thus, after a little bit of negotiation he acquired the domain Mens-Ties.com which, according to Pohl, would be the perfect starting point to eventually receive a #1 ranking for the popular search phrase ?Mens Ties?.
When we asked Pohl what differentiates the sites Mens-Ties.com from Bows-n-Ties.com he explained that the first is purely targeted to men while the latter also tends to attract female visitors that are looking for wedding ties and kids? ties. In addition, Mens-Ties.com offers far more than ties but also useful information that teaches men about the latest fashion trends, dress codes, gives simple advice on combining and matching clothing, and much more. It is a site targeted to men looking to educate themselves on fashion and style while at the same time offering elegant and trendy neckties, bow ties, cufflinks, and a few other men?s fashion accessories. He comments that ?with the new Farmer and Panda update from Google it appears far more important to offer valuable information. What matters most is knowing your target audience. You have to not only know what people are searching for but you have to figure out how this information is best represented.? Pohl has high hopes for Mens-Ties.com and he beliefs that as long as the site focuses on what the customer wants, it will only be a question of time before this is being rewarded by Google?s top search results.
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