It’s Not All About Search Engine Optimization – It’s About Conversion

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The latest buzz in internet marketing is no longer search engine optimization. Nope, it’s conversion. What does this mean? It means that once a person arrives at your site, your website is as effective as possible at converting that person into a sale or a signup or a registration, whatever action you’re looking for. I’ll explain more – but first…

I should mention here that search engine optimization is as significant and vital as ever. You must have your fundamentals covered well before you move on to being concerned about conversion. Your site has to be built and written correctly to appeal to the correct audience and just as importantly, it must rank very well in Google search results so people can find you.

It’s just that now, savvy companies are moving on from this fundamental to driving their conversion rate up. Conversion is really the reason you have a website, after all.

How can this be done?

Well, there’s a long list of ways. I’ll discuss a few.

  1. Where’s your phone number? There’s something called the “fold” that dates back to days when newspapers were the main channel of news. A hot news item was “above the fold” – literally, higher than the middle of the page where the newspaper was folded to fit into a newsrack (one of those coin-operated sales machines). A lesser news item was placed below the fold. The same concept applies to a web page. There’s only so much of a page that will appear on the average monitor. Your phone number needs to be “above the fold.” If it isn’t, have it moved up. More people will call, as long as your website is otherwise reasonably effective.

  2. Is your call to action clear or is it cluttered and obscured? Are you offering half a dozen different things? Is the main offer obscured by too many images and gimmicky things to look at? Simplify the page and lead people to one action you want them to take. You will probably get more takers. You may want to make your call to action stand out by placing a colored box saying “Click here” – “Sign up here” – “Register now” – whatever applies in your situation. You probably want it to appear above the fold as well.

  3. Are your pages far too long? There are ways of determining how far down the page your average reader gets before he gives up. If no one is reaching the bottom of the page, you might want to get more concise. Arrive at your point sooner. It used to be that pages had to be fairly long to rank well in Google search results but that’s not as true as it used to be. Write to sell your clients in an efficient manner, make every word count. Wrap it up with a call to action. The key here would then be testing. Test a shorter sales page and then compare it to the results you got from a longer sales page. You might need to get exclusive phone numbers for each to make it an accurate test.

Now, you see how much you’ve learned in just a few minutes? If you want to know more about how your website can benefit from conversion optimization, just give us a call.

Carlos Bernot

Google Loves Blogs

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Fortunately or unfortunately, those of us doing internet marketing have learned that pleasing the Google search machine is the way to win at this game. Each time Google updates their methods of operation, a ripple rolls through this industry. Sometimes that ripple is as big as a tsunami and sometimes it’s just a quiver. Smart folks either study up on what they just changed (if they make any announcement) or decipher the changes by looking at how the search results changed (when they don’t make an announcement).

Several years ago, Google decided that blogs contain valuable content. So they began including blogs when they scanned the internet to add pages to their massive indexes. Not only did they begin including blogs, they also showed that they preferred blogs over much of the other information out there by tending to place blog results high in the search results.

When a blog is popular, Google likes it even more. Google looks for signs of popularity via social media, comments and links to your blog. If you publish a link to your blog post to Facebook and a lot of people like that Facebook post, this works in your favor. If a lot of people comment on your blog, that means that you either are an authority for your commenters or there is an active community related to your blog. Either way, Google respects that and pushes your blog higher in search results.

If you have gained renown in your area of expertise (and blogging) and many other commentary websites or other blogs talk about your content and link to it, then Google takes this as another sign of your authenticity and authority. Again, your blog post is pushed higher in search results.

So What Can We Surmise from This?

Well, the first is that you should have a blog for your business. And it should be maintained in a lively, fresh state. In other words, there should be fresh content added on a regular basis, at least once a week. More is OK, too.

Second, you should send your customers there. If you send out emails to your customers, include links to your blog. Refer to your blog in your emails. Mention it on your Facebook page and publish your blog posts there, too, always with a link back to the blog post. If you utilize Twitter, mention new blog posts. Connect blog posts to your LinkedIn profile. Heck, call your family and ask them to read it!

Third, to make your blog interesting, you need to write content that relates to what people might want to know about your area of business. Or hire someone to do it for you, because not everyone is natively a good writer. Of course, Visual Edge Design provides this service for our clients. Not every business owner has the time or the skill to write a blog post every week.

Your blog content should help people, not just help them to buy your products or services, but simply help them. Whatever you are expert in, help them with your expertise and experience. If you have enough experience to run a business, you have valuable experience and knowledge to share. When you help them, they will comment, like your blog posts and tell other people that they should tune in. This is the path to popularity and that is the path to better placement in Google search results.