Blog items tagged with "conversions"
Having a successful website that provides a great amount of value isn't as hard as many people think. There are plenty of ways to attract new audiences and hold their attention; it just takes some time and effort. Another big part of having a site that is successful is making sure it is optimized as best as it can be for search engines. Now SEO isn't the easiest thing to do, but once you are ranked high in SERPs, you will see much more traffic and it will have been all worth it. So to help you out, we are going to take a look at 7 tips that will not only increase the overall value of your site, but also help you get ranked higher.
Use a Great Navigation Structure
The spiders that search engines sent to crawl through our sites rely on our overallnavigation to be able to index everything properly, so when there isn't a good navigation system put in place, we risk our pages getting ranked incorrectly.
Unfortunately, there are millions of sites out there that have pages that aren't connected to their site or may have accidentally placed a broken link, making it impossible for spiders to crawl and index them. We can ensure this doesn't happen to us by creating a great navigation structure and also including a site map. Once your navigation is complete, you should run an audit on your site to ensure that spiders are able to easily access all of your content.
Navigation also helps people find the content they are looking for. It helps to decrease your bounce rates, increase conversion rates, and gives them a much better experience in the end.
Ensure Fast Loading Times
Having a fast website is very important due to the fact that so many people use their phones and other devices to load up websites. This means that their internet connection could be running much slower than the average person on a regular computer. If they start to see that the site is taking way too long to load, you can expect them to just leave and find another site that is more reliable. Search engines are starting to take this seriously as well and have implemented load times in their algorithms, so if your site is slow, you are going to get punished for it. As much as possible, stay away from cheap web hosts and optimize your images to help make your site load faster.
Add Social Media Aspects to Your Site
Don't forget to add social media into your site. You can have your own social media profiles, add social media widgets to your content, or anything else you may want. It's important to have these types of things on your site because social media is such a big aspect of our everyday lives, that people now expect to be able to like and share content directly from your site. The shares and likes that you get are all counted by search engines, so the more interactions you get, the better you will be ranked.
Create a Community
Let people talk to each other! It doesn't matter what type of site you have, you should allow people to comment on your content, have a forum, or allow reviews on products & services. By having these things, you are letting people create their own personal connections to the site, which will help you have steady traffic and more conversions. If people are able to read product reviews from other customers they will see that they have had a good experience, trust your website much more and buy your stuff. If you are just trying to have people subscribe to a blog, allowing people to express themselves will create a much more welcoming atmosphere and will convince them to sign up. Search engines will also look highly on sites that allow these types of interactions because the site is always being updated, and they provide more value and a better experience.
Use Plenty of Internal Links to Connect Relevant Content
A great way to keep people on your site and engaged with your content is if you use internal links to help them find other pieces of content they would be interested in. If they know that your site has more content available that they like, then they are more likely to be converted once they gain more trust in your site. If you use relevant anchor texts, implementing an internal link strategy can be quite easy and will help with your bounce rates, overall navigation, and conversion rates.
Implement More Multimedia
Using videos, images, and audio in our sites is a must because of how popular they have become over the last decade. People would much rather interact with a website full of multimedia than just sit there and read an endless amount of text, so give them what they want. Search engines also understand how important multimedia is to a website, so they have started to index them and rank them very high based on their success. So, if you can come up with a great video, you can expect some good results.
Use Call to Action Buttons and Other Techniques to Increase Your Conversion Rates
It's important to always have your ultimate goal in mind when changing your site around. If you have an online business, then you are probably looking for more sales, while a blog would be looking to have people subscribe. Either way, both need to have strategies implemented to help new visitors become converted. You can use call to action buttons, catch people's attention by using contrast effects, or any other technique you feel would work best for your site.
The important part is that you use these techniques to make your site more appealing to your viewers, which will keep them on the site much longer. Since they are interacting more with your site once they start to be converted, you can expect that search engines will start to increase your authority.
When it comes to ecommerce SEO, product pages are the bee's knees. In addition to SEO and generating valuable search traffic, product pages are primary conversion touch-points that sway visitors to buy now, or to keep browsing.
It's thus important that you respect both SEO and CRO (conversion rate optimization) when optimizing your product pages.
Although the scope of this article is to offer product page SEO tips for your ecommerce website, some insights will touch upon CRO and promoting the conversion value of these pages.
Before Optimizing, Know Your Keyword Targets
When you're doing keyword research, you'll want to understand how your product pages relate to the searching behaviors of your target market.
Product pages represent a specific product. Your target search market is seeking a specific product. For this reason, you should optimize your product pages for very specific long-tail keywords.
Not only are these keywords more achievable in a competitive ecommerce SEO context, but the individual's searching these long-tails are further along in the buying cycle and know exactly what they're looking for.
So when pinpointing your keyword targets for product pages, go deep. That is, avoid broad keywords like "Men's Tri Shorts" and shoot for more specific long-tails like "TYR Competitor 7" Tri Shorts Men's."
Write a Keyword Naming Convention
The keyword naming convention is the order or sequence of terms that make up your complete keyword target. Determining the keyword naming convention is important to ensure the on-page SEO or keyword optimization process is consistent.
Consistency is key when it comes to any form of on-page SEO. For example, let's say we are optimizing a product page for the latter phrase "TYR Competitor 7" Tri Shorts Men's."
If we write this phrase as our Page Title, we'll want to use the exact same sequence of keywords for the Meta Description and header of the page copy (not "Men's Tri Shorts TYR Competitor 7.") Be sure to pinpoint this naming convention for your product pages and keep it consistent for each of the following elements mentioned below.
Optimizing Product Pages for Ecommerce SEO
After you have your keyword naming convention down, the on-page SEO process is fairly simple. Below are the content elements you'll want to optimize for each page (and examples based on our mock keyword target:)
- URL: Be sure to include the most essential terms of the keyword phrase.
- Page Title: Define your page using the exact phrase match of the keyword target (but try to keep titles under 70 characters so all text appears in the search results.)
- TYR Competitor 7" Tri Shorts Men's | [Ecommerce Website]
- Meta Description: Although it is under debate on whether or not keyword inclusion in the Meta description helps with SEO, search terms will be displayed in bold which can help to make your listing more relevant to searchers. Additionally, this description is your sales pitch to compel search users to click your listing.
- Shop for TYR Competitor 7" Tri Shorts in Men's from [Ecommerce Website]. We offer some of the lowest prices on TYR triathlon gear and clothing.
- Page Copy: In the visible copy, try to use the same keyword naming convention in the first header as the Page Title. It also helps to have the keyword mentioned a few times in the supportive copy or product description. Consumer-generated reviews are one of the best way to integrate quality content that offers conversion value (as well as SEO value.)
- Page copywriting tip - don't use product descriptions provided by manufacturers. You want to avoid any risk of duplicate content with other website, so write your own copy and make it unique.
- Media Files: Before uploaded images and videos to your product pages, keyword optimize media files by opening-up the image or video properties. Here you can add keyword references to titles, sub-titles, tags, descriptions, and other fields.
- Bonus -Do this can result in your images showing up in Google Image search for related product keywords.
That, my friends, this the simple process of on-page SEO for ecommerce product pages. Stay tuned for more SEO-focused articles here at Click Centric SEO.
In today's global market of SEO professionals, it's not easy pinpointing who to pick for ecommerce SEO services. Many SEO's come across as legit experts and can pitch a sound search program. But the truth of the matter is there are many misleading SEO mischiefs who fail at providing the best practices of ecommerce SEO.
I've been in the organic SEO profession for almost 6 years now. And although that's not a lot of experience compared to some SEO experts, I've learned that this industry is full sleazy scumbags who churn and burn their clients. In some respects, these sketch-meisters have given the organic SEO profession a bad name.
The good news is these unethical SEO service providers are dying breed thanks to the diligence of the Google Webspam team. In short, Google is constantly evolving the practices of ecommerce SEO, and as a result, only the strong service providers are surviving.
So if you're on the hunt for a professional ecommerce SEO company that you can trust, in this article I share with you three cues that define solid ecommerce SEO services. These hints will help you recruit a credible, honest, and capable team of SEO experts to optimize the web presence of you ecommerce site.
Custom Content Creation
One of the best indicators that a search company is offering solid ecommerce SEO services is if they provide custom and quality content creation. As most of us know, content is still the king of organic search marking, however it's the context that's changing.
Although still important, keyword rich webpages (inside pages of the core site navigation) are not as effective in the SEO game as they used to be. It's rather the content that you market and share that holds the most meaning for SEO and inbound marketing. This entails quality blog posts and articles, images and infographics, videos, and other forms of rich media. Content that's highly relevancy and offers value, such as educational and informative product profiles, wins the game for SEO.
Your ecommerce SEO service provider needs to get intimate with your brand and offering, enabling the creation of top-notch content.
Social Media Integration
In accordance to creating superb content is promoting and sharing the content with your audience. This underscores the essence of incorporating social media marketing with your organic SEO and content marketing strategy.
Google's search engine algorithm is continuously changing, and one aspect that's evident is the impact social signals (Likes, +1's, Shares, Tweets, etc.) are having on web ranking.
As a result, incorporating social sharing icons on your content is key to maximize your ecommerce SEO potential, especially for product pages.
Social media integration entails much more than just slapping up some icons and calling it good. Ecommerce social marketing is an exhaustive endeavor in itself, but it pays considerable dividends in retaining customer loyalty, as well as honest credibility in your ecommerce brand.
Because social media is having such a profound influence on Internet marketing, many companies specialize solely in social marketing services. Yet some ecommerce SEO providers incorporate these services in their arsenal as whole - which can help bring unity to various online marketing strategies.
Focused on Conversion-Orientation
What separates sufficient ecommerce SEO companies from awesome SEO providers is their ability to optimize the site for greater conversions. With online stores battling the fierce competition for customers, web traffic from SEO is often times just not enough. A powerful organic SEO strategy will encompass conversion rate optimization, or CRO.
The main focus behind conversion optimization for ecommerce sites is to generate compelling calls-to-action that lead to successful conversion goals. This can be a simple as a more visible "Add to Cart" or a graphic that shows a sales incentive.
Your ecommerce SEO service provider should go above and beyond to ensure that you site is producing sales, not just traffic. Some organic search marketing experts might disagree with me on this one, but I strongly feel this is the cornerstone to providing excellent services and keeping clients happy.
SEO for ecommerce sites is by far one of the most challenging and perplexing areas of search engine marketing. It's very important that you get very familiar with what your prospects are offering so that you invest in quality ecommerce SEO services that yield sustainability results and desirable ROI.
About the author This article was written by Tyler Tafelsky, one of our SEO experts here at ClickCentric SEO. Tyler is highly engaged in all aspects of ecommerce marketing and offers a wealth of knowledge in the SEO profession. You can contact Tyler directly via email at firstname.lastname@example.org or Connect with Tyler on Google+
It's no secret that search engine optimization is a highly competitive industry – especially when it comes to ecommerce. With thousands of SEO companies out there to choose from, it's important for businesses to keep in mind what's really important in measuring the success of your SEO campaign. It's not top rankings. It's the number of conversions that come from achieving those top rankings.
Some ecommerce SEO companies are narrowly focused on working to gain high organic search rankings for their clients, but they're overlooking another essential element that seasoned ecommerce Internet marketers know plays an equally significant role in the overall success of the campaign – optimizing the website for conversions and not just rankings.
So what goes into the conversion optimization element of ecommerce SEO? First, we must define what constitutes as a conversion for the ecommerce website. The most easy to determine conversion is for a user to make a purchase from the website itself.
However, there can be other conversions that come from the website including email list signups, filling out a contact form for more information, or just enticing users to make a simple phone call. Granted, each “conversion” from the website can actually be categorized in different stages of the overall “Conversion Funnel,” as you're guiding users who simply provide an email address or phone number or ask for more information into an eventual sale, which is the ultimate end “conversion.”
So what are some ways that you can optimize your ecommerce website for more conversions? Below I'll list out several ways your ecommerce Internet marketing company should be optimizing your website for better conversion rates.
Conversion-Focused Product Landing Pages
Having a conversion-oriented landing page for your products applies to both organic SEO and paid search for ecommerce websites. Ecommerce SEO companies can utilize a variety of on-site and off-site SEO techniques (such as deep linking SEO) to get your product landing pages ranking high in the organic search results, but once a user lands on that page, enticing the sale is a must.
A conversion-focused landing page can have several helpful and interactive elements for the user. In the example below, this home brewing supplies website has a variety of great features that help sell this brewing kit to the end user.
Along with the typical product descriptions, images and availability, they've added customer product reviews, Facebook likes and a video describing what to expect from the brew kit. These are great conversion optimization strategies for the product landing pages.
Simple Product Navigation
The amount of products and product categories varies from one ecommerce website to another. Some sites carry only a couple dozen niche products, while other ecommerce sites have thousands of products that fall under one of a hundred different categories.
From a conversion optimization standpoint, keeping your products and product categories as concise and easy to navigate as possible is crucially important. Your users have to be able to easily find the products their looking for in order to buy them!
Other than condensing your product categories to the minimum number of categories necessary, there are certain website design elements that come into play as well that can improve the overall usability of the website. The site below is a prime example of an ecommerce site that is extremely easy to navigate.
The top level categories are very simple (Men, Women, Hike & Camp, Shoes, etc.) and every product category under those top level pages are listed on the flydown menus. This makes finding exactly what they want incredibly easy for the end user. Alternatively, the user can search for a product that they're looking for in the search box just to the left of the top level navigation.
To further the user experience, this website has included easy to use sorting features where the user can sort products by price, color, discount or ratings.
Offer Discount Codes and Other Deals
Online shoppers love a good deal. Once you've driven the user to your website, offering them a discount or special offer is another incredibly effective way to get that user to convert into a sale.
Design a compelling call to action that offers your website visitors a special discount code that they can use on their order to get a certain percentage off their total order. You can also lure a site visitor to place an order by offering free shipping for orders over a certain dollar amount or for orders that are placed during a specific time period.
Showing special pricing on your product landing pages is also a great way to capture a sale and increase your conversion rates.
No matter what type of products your ecommerce website sells, it's critically important that you select an ecommerce Internet marketing company that understands the ins and outs of not only getting your website positioned well in the search engines, but also knows how to optimize your website so it drives conversions and ultimately a solid ROI for your marketing dollar.
The landing page (also known as the "lead capture page") is where visitors land after clicking on an online advertisement or link. The landing page is the first impression visitors have of your website and what you have to offer. It is thus very important that your landing page is optimized for exceptional usability and conversion orientation.
When it comes to ecommerce Pay Per Click (PPC) advertising, landing page optimization demands constant testing. It is only through split testing where we able to determine which design concepts and page layouts are working, and which are not. The optimization and testing of landing pages is not rocket science, however having the right resources and experience is key.
In addition to analyzing data for testing (typically via Google Analytics,) other skill-sets that accompany landing page optimization are copywriting, web design, and usability. Before we dive into the fundamentals of optimizing landing pages, we must underscore the importance of landing page dedication. That is, it's best to get as specified and targeted as possible with landing pages.
In most cases, especially for ecommerce sites, this will call for the design of dedicated landing pages per advertisement (or ad group from a Google AdWords perspective.) Having dedicated landing pages can not only increase the consumer relevancy and conversion potential of your advertising efforts, but having highly focused landing pages can also increase your AdWords quality scores (which can help to reduce cost per click.)
Understanding Consumer Behavior
The purpose of the landing page testing and optimization is to determine the best ways to influence buyers’ behavior. Understanding the human nature of consumers is a key consideration. A framework that describes stages of customer behavior and interests was pioneered by Elias St. Elmo Lewis back in 1898, and the same concepts are still used today. These four stages, commonly referred to as AIDA, may sound like marketing 101; however each emphasize a stage of customer behavior and can offer insights for development of landing pages.
- Awareness: The first stage is the realization by the customer that there are several possibilities/actions available.
- Interest: The consumer shows preference and selects one of the possibilities/courses of action.
- Desire: The enthusiasm of the customer grows in the course of action chosen.
- Action: The customer acts and begins to enjoy the benefits of the option/course of action chosen. There should be flow and continuity in the landing page decision making model so that the progression of the visitor is properly supported through all the steps. In essence, you want to get to know you target market as best as possible to determine how they proceed through each step. For that reason, the stages of AIDA must be aligned with certain visitor types.
Know the Nature of Visitors
The different visitor types are:
- Browsers: These are people with unmet needs, but are not quite certain what they truly want.
- Evaluators: These are people who are searching for more detailed supporting info and who know enough to compare different options.
- Customers: These are people who have completed transactions in the past and whose satisfaction level has to be maintained until they come for another transaction.
- Transactors: These are people who have already decided what they want to buy and who are now in the process of making the transaction.
The marriage of AIDA and visitor type can also apply to different time frames and scales of tasks. A potential customer may interact with a site several times before making the final decision. On the other end of the spectrum are is short-duration decisions or micro tasks that take a few seconds only.
Fortunately, Google AdWords now enables marketers to see and assess such data to determine the various touch points that may contribute to sales. In summary, visitors should be given what they want when they reach a landing page.
Define key visitor types of you target market and define the most important conversion tasks (or desired action) for each type. Ideally, you'll want to dedicate conversion oriented landing pages to the ads at hand (as well as consumers.) As a result, your ecommerce PPC efforts can flourish.