SEM not just about search engine prominence
December 10, 2007 by admin
Your site is well-optimized. Your page titles are well-researched and carefully selected. Your keywords are consolidated, dense, and relevant. You are now in position to quickly become the authority in your targeted search markets. In fact, a few weeks go by and you are climbing the ranks, “top of the pile” as some say. But the leads are not increasing? Your conversions are not increasing. What is wrong? Could it be that you are not converting your site traffic?
Converting site traffic in to prospects and customers is probably more challenging than getting them there. In fact, with so may variations of search markets and tools and techniques to dominate them, conversion is probably the more difficult aspect of your search engine marketing strategy.
Now that you have attracted so many visitors to your site through effective search engine marketing, it is vital to not lose them by failing to convert, or connect. Visitors have different priorities, needs, and interests for reaching your site. In order to keep your bounce rates low and to maximize conversion, you must consider your site’s calls to action.
Studies show that choices and selections confuse visitors. Therefore, your landing pages not only need to be well-optimized for your target search markets, but also they need to be clear and focused on one or very few calls to action.
Some tips for accomplishing this are:
- Make sure your home page has a good balance of sales and retention interest.
- Make the navigation and links obvious.
- Use clear unambiguous wording. Avoid hiding or obscuring text for the sake of SEO.
- Make choices and next steps obvious.
- Remove wording or imagery that is not necessary, confusing or distracting.
- Be consistent with your conventions and techniques throughout the site.
- Include site search and a site map.
People visiting your site are anywhere from 6 months to one click away from purchasing a vehicle. Your home page needs to have options for these visitors and those in between. Your sub-pages should be formatted specifically for its intended visitors with clearly visible exit links for non-intended. Little things like this make a difference. Study your traffic and visitor analytics and get to know who is arriving, how, and what they are doing.
[tags]auto marketing, car dealer marketing, dealership website marketing, sem, seo, conversion, increase site traffic, search marketing[/tags]
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