Search engine optimization (SEO) is a complicated strategy with many moving parts, made even more complicated by the fact that Google doesn’t publish the true nature or exact mechanisms of its ranking algorithm. Instead, we rely on a number of “best practices” and fundamentals we’ve learned to be successful through trial and error and collaboration over the years. Some of these fundamentals are more obvious than others, and some marketers jump straight into the game with ongoing strategies like content marketing and offsite optimization without making sure all these foundational best practices are in place.
There are 3 major types of landing pages and each serves its own goals.
Let’s imagine you own a huge supermarket. First you can segment this into departments, i.e. canned goods, boxed goods, produce, home supply department etc. This is a must because, when people visit a supermarket, they go straightway to a specific department because they have specific shopping needs. This is how your website should be built. Your home page is a showcase of your site and the landing pages that describe your product features and solutions are specific departments which attract targeted traffic that is generated from specific search queries. If a visitor’s search intent has a transactional character (she wants to buy a specific item over the Internet), you wouldn’t want to send a visitor to your cluttered home page but, instead, you would send her to a product description page with pricing and a clear call-to-action in order to get more conversions. Continue Reading >>
What is the biggest challenge for today’s website owners and digital marketers? It is to keep your target visitors as long as possible on your site and direct them softly to the end point of the conversion funnel that is a call-to-action. To evaluate the rate of visitor engagement you can use the Google Analytics Behavior insights such as the Bounce Rate and Average Time on Page. The higher the bounce rate and the lower the average time on page, the lower the conversion rate is. What is the best SEO technique you can use to improve the score for these SEO variables and make people dive deeper into your website? –Highlighted hyperlinks in the body of pages can bring a reader to other important pages where he can find additional relevant info, then sign up for your service, buy your product, subscribe for a newsletter or leave his contact details. In SEO we call all this internal links map or structure.
Marketers tend to be obsessed with high rankings but the final goal of good content marketing is traffic. Targeted traffic shows up at your door when you’ve optimized your site for the right SEO keywords. What helps you to find the right keywords? Detailed keyword research is crucial. Then, instead of being obsessed with high rankings for your targeted keywords, think of the conversion rate for each of them and optimize for that. It is conversion that helps you to pay the bills. Continue Reading >>