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Website Visitor Conversion in a B2B Environment

by on Oct 15, 2008 (0) Comments

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

SEO Tips for Developing Authority Websites

by on Oct 12, 2008 (0) Comments

There are some things that really work in tandem withSEO there are other components that just scratch the surface when it comes to overall effectiveness.

We know that timing and layers all play their role, but knowing when to do something and how are the true qualifications of developing results that transcend just being a part that ultimately serve the whole. Building and leveraging website authority is on of such things which is why we encourage you to follow the links to these posts from the past for further elaboration on the topic.

Developing Internal Links and Authority With SEO

by on Oct 05, 2008 (1) Comments

Instead of trying to make a one size fits all argument out of SEO, understand that rankings are a by product of multiple factors unified for a common goal.
SEO should never be an afterthought, but rather a means to produce a specific attainable goal for generating and measuring traffic to your content which can [...]SHARETHIS.addEntry({ title: “Developing Internal Links and Authority With SEO”, url: “http://www.seodesignsolutions.com/blog/seo/developing-internal-links-and-authority-with-seo/” });

A Beginner’s Guide to Pay Per Click (PPC) Advertising

by on Oct 01, 2008 (0) Comments

Pay Per Click or PPC is among the most popular of all web-marketing tools. It is nothing but a small two or three line text advertisement which contains keywords and phrases. These small advertisements are usually found on the right side of search pages on leading search engines. Quite often one or two links are also highlighted on search pages. These links are termed ‘sponsored links’ and can be seen in leading search engines such as Google, MSN Live and Yahoo. These sponsored links are nothing but PPC advertisements.

The three entities involved in PPC advertising are the visitor, the host that carries the advertisement and the advertiser, who has advertised a product or service on the host website, usually a leading search engine. In this form of advertising, advertisers have to bid on keywords and phrases. Whenever someone searches a product or service using certain keywords, the search result page will feature those advertisements which contain the keywords using which the visitor actually searched in the first place.

Keyword Exercises for SEO

by on Sep 25, 2008 (0) Comments

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).

The SEO Failings of Major UK Highstreet Retailers

by on Sep 23, 2008 (0) Comments

Posted by Tom_C

I recently read a couple of posts on e-consultancy about the state of play with major UK retail brands and how they perform online. First was 10 things Asda could do better online, which while I enjoyed didn’t touch on any of the SEO failings of these companies. Kevin’s Supermarkets ignoring SEO for major keywords post touched more on SEO which was nice but I wanted to go into a few more meaty things so here’s my review of the state of play with SEO for major UK highstreet retailers.

While the point of this post is to highlight common mistakes and not to call out individual brands, inevitably I’ve mentioned specific names as examples. This isn’t an attempt to cause offence and I appreciate that even if you know what the right answer is it can be difficult to implement using legacy systems.

Keyphrase Targeting

Who said keyphrases were important? Sometimes you’re just too cool for school. Don’t listen to all those other guys telling you how important keyphrases are – surely it can’t be that important can it?

How Persuasive is Your Marketing?

by on Sep 22, 2008 (0) Comments

We know that SEO can deliver traffic, but we know from experience that traffic alone is not enough.

Skeptical consumers require more from your websites’ proposition to relinquish their reservations. This requires persuasion and persuasion marketing.

SEO, relevant and persuasive copy as well as usability all need to work harmoniously in order to shatter prior expectations about what users need from a website in order to take action. One aspect presented without the proper balance of the other can leave the visitor on the fence when it comes to making a decision to purchase.

Transforming a prospect into a customer involves multiple emotional and intellectual layers to facilitate trust. Often, the resolve of the prospect is weathered by a natural layer of mental and emotional buffers to offset the sales process. Just consider it natural reaction to being bombarded from disruptions from advertisements attempting to breach their awareness from every angle.

If you realize it or not, your pages are waging an argument of relevance, persuasion and validity. If you win, conversion occurs, if you lose, then your just another stepping stone for your competition who has structured a better offer, argument or call to action.