Choose your keywords for the world

One thing we really need to work on for Oriador Rota is improving the search engine visibility on the most appropriate keywords. Our main focus so far has been on variations of Rota and Staff Rota, and on variations of Roster.

We could never really understand why we were doing really well in the UK and Australia, everywhere in fact, but getting virtually no traffic from the US. That was until we came across the phrase Employee Shift Scheduling (link is to our product site) and a bunch of similiar variants. This was when I was just tweaking our Adwords campaign a few weeks ago and this popped up as a keyword suggestion. I was shocked to find that our ad's estimated position would be 89th. Bingo. If 88 other companies are already lining up for these ad slots, this must be an area we need to get some visibility in. Further investigation and multiple "how did we miss that?" moments seem to have confirmed it.

Fortunately, our sites are all scheduled for a make-over in the near future, so I'm hoping we can re-structure slightly for some better keywords. I realise one group of keywords probably doesn't completely explain our relative lack of performance in a major market, but I have a feeling it could explain quite a lot.