With organic search (the center of the page results) often the leading driver of website traffic, it’s vitally important to make sure that those visitors are performing the tasks that you want. This is where you need to think about your conversion rate optimization, where we sit down and break down for you what pages are working and which pages aren’t.
With the proper tools it’s fairly simple to determine what visitors are doing on your website and from there you can shape their experience when they arrive. If you’re looking for a product purchase for example and you notice that you have a sudden influx of visitors looking for mitts and toques landing on your internal pages, it would be a good idea to take a good hard look at those landing pages to make sure the message is being delivered correctly. After all it won’t do you any good if they’re wanting to buy winter wear and you’re not prominently displaying it on your outerwear pages or on your front page, it leads to an increasing bounce rate that can cause search engines to unduly scrutinize your website.
We’ve had experience occasionally as well with clients who are too eager to try and sell their products or services, so they create multiple pages and layouts trying to push the same points. Typically this is referred to in marketing of all mediums as split, or A/B testing and it’s an invaluable tool to determine what sells best on your website. You may find out that something as simple as making your SALE! banner orange instead of blue causes visitors to purchase more product, and with that type of information you can change some of your higher margin items to hopefully pull in more money for your business. A common mistake when working with this type of market testing though is you can be hit from the search engines with a bit of a penalty coming back at you related to duplicate content. And while all of the content is in fact yours and you’re merely trying to determine what works best, the search engines only see text on a page – not context. When you’re ready to learn how best to leverage this type of testing feel free to give us a call to help you grow your business.
And then there is one of the biggest issues of all and it isn’t one that is tied only to conversion marketing. We often assist clients in creating an updated website for themselves and train them in how to properly use the site if they’re so inclined, every now and then we see them creating more issues for themselves than they should – usually by changing content they’ve had us optimize for search or conversions. Or at the worst entirely removing that page from the website entirely. Now sometimes removing pages can be a positive step to conversion optimization, it can stream line the process for example where a sign up or a check out page is concerned, but if you’re too aggressive with your removals you can end up tanking your website and it’s conversion pages down the results pages if you’re not careful with how you instruct the search engines of your changes and updates.
There’s no real magic with how to properly take care of these issues, but it does require a distinct set of skills, one that seems to elude some of the shops that claim to sell SEO services to the masses. It is a rather disturbing thought to realize that there are still to this day companies out there trying to sell themselves as search experts who don’t even understand all of the basics of the industry.