Increase Conversion from Search - Optimizing for the sale. Fighting ever increasing SEM costs. (Search Engine Marketing) Increasing conversions begins with an effective keyword strategy.
Generally it is better to start with a 2 word key-phrase*.
People are statistically shown to use more than one word when searching.
Keywords and keyword phrases will generally fit into two categories: - Short Tail, (Broad Keywords), drive more traffic with lower conversion rates.
These keywords should take visitors to more generalized landing pages. (Home Page).
Compare using the short tail keywords to casting a fishing net.
- Long Tail, (Exact Keyword Phrases), will drive lower amounts of traffic with a higher conversion rate.
Exact keywords should take visitors to a more specific landing page. (More focused relevance, longer, more detailed copy.)
Compare exact keywords to skilled marksmanship. Once you establish your keyword phrases, put them into a hierarchy to develop your strategy for managing them.
Once you establish your hierarchy you can more effectively track their success.
Guide or drive searchers to the right page of content, according to their search terms.
*OneStat.com ( www.onestat.com ), the number one provider of real-time intelligence web analytics, today reported that most people use 2 word phrases in search engines.
Of all the search phrases world wide, 32.58 percent of the people use 2 word phrases,
25.61 percent use 3 word phrases and 19.02 percent use 1 word phrase.
The use of a 1 word phrase has decreased almost 6% since the last sampling a year ago.
Let's look at a keyword hierarchy. The most searched for terms should be in: Domain Name.
Title
Description
Headlines: The headline in your text ad should match headline on your landing page.
Navigation
Body text lead in. Relevance of content.
Body links (anchor text) to longer tailed phrases.
Once you have your hierarchy set for your major keyword phrases. Look at your Value Proposition. (VP)
Your Value Proposition briefly explains the benefits of your product or service.
You must first answer the question(s), "What is in this site for me?".
Why should I use your service? Why should I buy your product? Why should I buy from YOU?
Once you explain your VP, focus on the Call To Action (CTA)
What would you like the potential customer to do?
Provide this action. Monitor your results.
xx landings
---------------- = Conversions
x actions Learn where your visitors click by using a heat map service like www.CrazyEgg.com
I have used this service for a long time now and some of the visitor's choices were surprising.
Visitors will click on *ANYTHING* that looks like an image. Use this to your advantage.
Links in body text are used more than other navigation links.
Primary product navigation is best on the left in a vertical mode.
Next best is horizontally across the top and last is on the right in a sidebar. Few click below the fold.
See an eye tracking study. "Eye Tracking - What does it tell you?"
A horizontal line usually stops the visitor from going further.
|
