If you’re using search engine optimization (SEO) techniques to ensure your pages show up in search engine results, you also need to think about the next steps to take once they start coming up near the top of the heap.
SEO techniques alone probably aren’t enough to manage a successful digital marketing strategy. They work sometimes, but lack the human touch that you need to engage prospects. In addition to SEO, it’s a good idea to use search engine marketing (SEM), as well. With SEM, you’ll focus on what consumers are looking for and why they clicked on specific links. And how those prospects who visit your site can be persuaded to convert.
When you’re putting together your online marketing plan, you may want to take some of these concepts into consideration:
Google no longer uses Meta descriptions to rank pages, but that doesn’t mean that they are of no use in your online marketing campaigns. Believe it or not, they can help drive traffic to your site and get visitors to convert.
Your Meta descriptions are like a neon sign for your business. They offer you the opportunity to put your brand in front of people, and persuade them to drop in and do business. People will better understand what you’re offering based on your Meta descriptions. So when you write them for your pages, don’t settle for bland, functional texts that will never get your prospects’ attention – go for more vibrant, exciting descriptions that will make others want to see what you are offering.
Not only should your text be zesty, you’ll also want to think carefully about the keywords that your prospects are likely to search. If you’re Meta description line up with search keywords it’s all the more likely that more traffic will arrive at your site.
Remember, if you don’t write Meta descriptions for your pages, search engines will vacuum up some of the text on your pages and use it as your Meta description. That’s not a terrible thing, but you’ll be in a better position if you assert more control over your Meta descriptions and write them specifically for that purpose.
You might find that your pages are getting high placement in Web searches, and that sounds like it is just what you’re looking for. But you might also find that your conversion rate fails to match up with the great positions you’re getting in searches.
A closer look at the results you’re getting may show that the keywords that are bringing you great search engine results placement are not relevant to your site. Visitors are coming to your door only to find out that there’s nothing there that interests them, and they probably bounce.
The differences in keywords can be slight. A merchant selling wholesale good may attract retail customers, for instance.
Not only do keywords affect your bounce and conversion rates, they can also influence the way that Google perceives your site. If visitors who found you through a Google search stay on your page and click around, Google sees that as a positive sign. It’s likely that your keywords are a good match for your content because visitors are sticking around, and that’s a sign that they’re finding what they’re after. However, if they leaves your pages soon after arriving without clicking or interacting in any way with the page, it’s a sign that your keywords are not in tune with your page content. That could have a negative impact on how Google ranks your pages.
Not all visitors are equal in the eyes of the Google. Visitors who arrive at your site via pay-per-click (PPC) ads are not likely to help raise your site’s ranking. It’s the ones that visit your site due to an organic search that matter most.
But you may be interested in driving traffic to your site, and Google ranking is not so important to you. If that’s the case, PPC ads may be the right choice for you.
No matter whether you pursue a marketing strategy that relies on organic search, or if you use PPC ads, the important thing is driving traffic to your site and improving your conversion rate. The strategy you use is inconsequential so long as you’re getting the results you want.