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Tag Archive for ‘conversion’ rss

The Complete Guide To Google’s Website Optimizer

Why is it that some web sites are golden, compelling visitors to buy while similar web sites, perhaps even offering the same products at similar prices, fail to make the grade? It may be dumb luck on the owner’s part, but a more likely explanation is that the golden site is the result of careful design, testing, tweaking and testing yet again. Testing has grown into a core search marketing activity, but strangely, it’s also an activity that many search marketers either choose to avoid or don’t even consider at all.

And that’s a mistake. Good testing can not only help you get rid of stinker ads and landing pages, it can also help you optimize winning campaigns, improving their conversion rates and making them even more profitable. And testing needn’t be difficult or time-consuming, especially if you have the right tools. One of the best tools for helping you test and refine your search marketing campaigns is Google’s Website Optimizer. Even better, Website Optimizer is a free service.

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Unique Search – Targeting Semantic Root Phrases and Keywords

There is a saying we throw around the office, target the root and devour the low hanging fruit. Simply put, low hanging fruit (keywords with high conversion and low competition) are one of the best kept secrets of SEO.

There are more keywords under the surface than their are keywords revealed. Leave it to most businesses to always want to go bigger, better and over the top in an attempt to conquer the most powerful or most searched keywords in a niche or take on the major players for vanity plate keywords.

Not to say that the competitive nature in most of us doesn’t get the best of us, who doesn’t want to rank higher in Google, Yahoo, MSN or Ask? The key is asking yourself about time to market, topical continuity, relevance and conversion and if you would rather keep your eggs in one basket or spread around the risk to offset the odds.

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8 DON’Ts and 7 DOs For Holiday eCommerce

The holiday season is almost upon us. It’s time to start looking over the inventory, keywords, and offers to make sure you’re ready for Cyber Monday. In today’s column we offer several things to do and important don’ts that will help you have a successful holiday season.

Don’t…

Blindly test

Traffic in December is unlike any other month of the year. Conversion rates go up, and cost per conversions go down. If you are running split or multivariate tests throughout the month to see which ads or pages convert the highest, do not blindly trust that the data will carry over into January. It is not uncommon to see the highest converting pages (or ads and keywords) not be the highest performer once the buying excitement of the holidays melts away.

Make major site changes

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Every Word is a Keyword for SEO

You have to look beyond keyword research if you want to be one of those companies that always appears at the top of search results. This implies knowing how to create traditional appeal in non traditional ways.

However, what does that mean specifically? We know that doubling conversion does not necessarily mean you have to double your traffic.

It means that you just have to create more lucrative cross-sections or co-occurrence of keywords (or pages) that appeal to your target audience. This feat is easily accomplished with SEO and within the context of your pages using cross-sections of keywords that will draw an audience based on the content and market focus.

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Website Visitor Conversion in a B2B Environment

Last month I had the good fortune of becoming ‘certified’ in Landing Page Optimization through MarketingExperiments out of Jacksonville Beach Florida. Several times a year, their team brings a hundred or so marketers through the 2-day workshop. The material is similar to that of their free Wednesday web clinics but in a much more intense, and hands-on workshop environment.

After attending the workshop I felt a renewed sense of purpose as a search engine marketer towards challenging my clients to focus on and improve their conversion rates, I wanted to provide some of the highlights in my next few columns. Conversion defined

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Solid SEO Starts With A Solid Business Model

Bob Massa, one of the original SEOs (though I don’t think he likes to be referred to with that label), always talks about SEO from a conversion standpoint, offering quotes like “traffic without conversions is the epitome of futility.”

The SEO space is a bit crowded right now. So many people are fighting for attention that it seems like people are fighting without purpose. There may be more people writing SEO blogs than there are reading them. That abundance of new publishers makes it easy for established authors to build links by re-spinning old phrases with new definitions, but if those links don’t create profit what is the point?

There’s no such thing as a free lunch

Looking back a few years, I can see that I was a bit economically challenged. I tried helping many people for free… but then some of those people I helped for free could never get enough, plus when something is free many people simply do not respect it. I remember my wife reading a book about self-made Internet and info-based product millionaires, and coming across a guy who in the past valued my time at nothing, always reminding me of how poor he was (though never reminding me that he is economical with the truth!)

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Keyword Exercises for SEO

Don’t be fooled by people trying to tell you that tracking SEO metrics based on keywords and keyword performance is obsolete. Keywords and the traffic they produce are alive and well and depending on the position (above the fold or below the fold) and the percentage of traffic they receive is tangible to assess conversion and performance benchmarks.

Over 80% of consumers hot on the trail of a product or service have a higher propensity of clicking the top 3 search results when presented with the top 10 websites for their query. If a user has to scroll below the fold the click through numbers taper down to the remaining percentages.

However, depending on factors such as:

1) the competition for the phrase

2) the relevance to the searchers intent and

3) the emotional click-triggers from the snippet/description in the search result (and how sticky it is) impact who gets the click.

Obviously, the more keywords that encroach on a topic, the higher percentage for conversion you have from those topics, when each of the pages becomes buoyant after gaining some authority in search engines (typically 2-4 months).

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