Lead Your Audience Down the Right Road!
Whenever you start to put together a marketing plan for your website you really need to take a step back and start by asking yourself if your website is ready for more traffic. What good is all that new SEO traffic if your audience doesn’t have a clue what to do when they make it to your website?
Conversion aspects and search engine optimization should always go hand in hand. If you are not sure about what elements should be where on your website ask a professional to take a look before you spend a great deal of time figuring out how to drive more eye balls to it. This step is vital to the growth of your business. Not only does it help the way your audience interacts on your website but it also helps in strengthening your search engine optimization efforts if the right conversion efforts are implemented correctly. If your goal is to have potential clients and customers call you than your phone number should be visible in more than one area of your website. It is always smart to include the phone number in the header, middle of the page and bottom footer so that if a user visits your website and they scroll through any of your pages they will always be reminded that you are reachable and you that they can call you whenever they are ready. You can never assume that your website traffic will search for anything on your website. People need to be given the choice of what kind of action they want to take on your website. Your business goals should always be laid out on a path for your traffic to follow. The same types of principals apply to whatever the goals of your website are. Whether it is newsletter subscribers or online website sales it is important to have your website optimized for not just search but also for your users. Make sure the path is clear that you are leading them down also. Make the focus of the path the focal point of that page. Too many other distractions could cause that web user to exit your website.
Having the right the conversion aspects in place can drastically increase the amount of activity on your website and also decrease your overall bounce rate. If you haven’t taken the time to analyze your website to make sure it is in its most optimal state you could be missing out on some very valuable opportunities.
7 Responses to “Lead Your Audience Down the Right Road!”
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Nick, it’s always useful reading your letters. I am re-designing my web site against these very aspects as conversion aspects and rates were never thought of at the time of the initial design! The landing pages were never evalauted and ther were far to many distractions hence a high bounce rate
Thanks
Chris
Hi Christopher,
Thanks for reading. Yes, bounce rate can be caused by visitor confusion and distractions…best of luck with you new site!
That still there are sites on which webpages are not optimised for SEO is unbelievable. But when they are optimised, the page does often do not have a clear goal and a clear call to action to the visitor.
During a seminar I did, people came afterwards to me and asked if a CTA was needed on every page… Still lost of missionary work to do!
Thanks for sharing.
Tom Zoethout
Nick, sorry for the belated post – the Atlanta meetup is sponsored by SEMPO and the organizers have had 100+ attendees at the past couple of events. Each event has a “panel” of speakers (3, each one given a limited time). Not sure if it’s the SEMPO connection, but they are doing something right!
Hi Nick,
You made an excellent point with your article. And with the latest Google update, high bounce rates now can have an impact on SEO.
The reason is Google is now using “behavioral analytics” to analyze the effectiveness of the search results they show for a particular keyword.
For example, if a site is showing up high in search results, but people who click on that result quickly bounce out of the site, then Google assumes that the site is not as appropriate for the search term as they thought. Consequently, Google will shuffle that site down in the search results a bit.
This is just something to consider along with your excellent customer-related points.
Keep up the good work!
Tom
Another informative article. Many thanks, Nick.
Doing SEO without thinking of a basic conversion/sales strategy first is definitely putting the cart before the horse.
I can tell you from personal experience it is hard to get terribly excited about high rankings when you have an 80% bounce.
Hi Tom,
Thanks for reading and your comment. Excellent overview of the behavioral analytics for Google optimization!
Hi Lorranie,
Exactly! Have a low bounce rate is essential from a conversion and SEO perspective…thanks for reading