For anyone that has looked into online marketing for 0871 numbers, gold numbers or premium rate numbers, they will already know that this can be a pretty tough nut to crack. If it were only that there are 100s of sites chasing the most popular search phrases then this would be no different to your average campaign. However, with premium rate numbers from the 0871, 0844, 0845 and 0800 number ranges there are a couple of curved balls to consider.
One of the main ones here is targetting your search traffic in order to get the buying terms. Search terms such as rates, prices, costs etc are swamped by private individuals looking for information on what it costs them to make a call with only a tiny fraction of these looking to make a purchase. So the first pitfall is that of ending up with mountains of traffic and no customers.
This is further complicated by the fact that if you then drill down to more intuitive buying terms which appear to be a fair bet, such as buy 0871 numbers, 0844 numbers, 0800 numbers you find that barely anyone is searching for these.
Most successful 08 number sites take one of two strategies in order to get around this. One is to go with higly focussed sites which just go for the top terms, and getting a domain name to prop this up on, such as for example 0800numbers.co.uk, 0871numbersuk.net etc etc. The other, which over 90% go for is to focus on volume, with content rich webpages and over 100 web pages on the site, as well as their link building of course.
Both methods can be very effective; however, they can be further boosted by highly detailed competitor and keyword research, aimed at targeting and prioritising chosen keywords as precisely as possible and using this to redirect the focus of existing web pages in order to maximise their potential.
If we take the following information from Google's SKTOOL as an example just for 0871 numbers and related terms:
| Keyword | Monthly searches | Suggested bid | Currency |
| 0871 numbers | 1200 | 2.38 | USD |
| say no to 0871 | 660 | 0.51 | USD |
| 0871 cost | 230 | 1.34 | USD |
| 0871 charges | 190 | 0.87 | USD |
| 0871 call charges | 125 | 0.54 | USD |
| 0871 phone numbers | 125 | 2.29 | USD |
| no to 0871 | 100 | 0.71 | USD |
| 0871 numbers cost | 100 | 1.03 | USD |
| 0871 telephone numbers | 100 | 1.94 | USD |
| say no to 0871 numbers | 82 | 0.8 | USD |
| 0871 phone sex | 82 | 0.54 | USD |
| 0871 scam | 66 | 0.36 | USD |
| 0871 call cost | 66 | 1.38 | USD |
| 0871 rate | 52 | 1.1 | USD |
| phone 0871 | 42 | 1.09 | USD |
| 0871 national rate | 33 | 0.2 | USD |
| telephone 0871 | 33 | 1.15 | USD |
| not 0871 | 33 | 0.22 | USD |
| 0871 calls | 33 | 1.37 | USD |
| ζζ δΌ η 0871 | 33 | 0.1 | USD |
| 0871 number charges | 33 | 0.81 | USD |
| tel 0871 | 33 | 1.47 | USD |
| 0871 call rates | 33 | 1.42 | USD |
| 0871 sex | 25 | 0.39 | USD |
| 0871 tariff | 25 | 1.9 | USD |
| uk 0871 | 25 | 1.06 | USD |
| 0871 price | 25 | 1.56 | USD |
| 0871 area code | 25 | 0.47 | USD |
| 0871 mobile | 25 | 2.15 | USD |
| 0871 alternative | 20 | 0.47 | USD |
| 0871 alternative numbers | 20 | 1.13 | USD |
We can see here that there are no buying terms, such as buy, get, and so forth and we can also see that our prime target needs to be 0871 numbers. But when we start to look further down the list and compare this with what the competition are doing a number of other smaller opportunities arise. See 0871 mobile hiding innocuously down the bottom of the list with only 25 searches a month. Looking at this it seems surprising that so many companies are actively optimising pages for '0871 to mobile' related phrases. What we also see is that none of them have the exact key phrase '0871 mobile' which makes this an easy opportunity with just a string of two words to pull in a small amount of potential business.
And we also know from the information we have gathered that terms like tarrif, UK, alternative etc might be useful to work into the mix. But much more importantly we know where not to waste our time, and that these don't deserve entire webpages devoting to them, whereas 0871 numbers, 0871 phone numbers and 0871 telephone numbers are what we should focus upon and where the money is most likely hiding. The upshot is that when it comes to choosing keywords for your SEO campaign intuition is not always right and you need to research both your competitors and your keywords in order to get a sense of the directions you should be taking and the intuitive pitfalls you should avoid
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