I have been employed at MoreVisibility for one year and it has taken that same amount of time to explain to my parents what I do for a living. They finally get it. At first they thought I was building websites, which took about 3 months to convince them otherwise. In trying to explain internet marketing and search engine optimization to two 70 year olds, there was bit of frustration. However, they are both somewhat computer literate; my father looks up stock market information; my mother shops at her favorite online stores.
After our holiday dinner last week, my father stood up from the table and said “come look at this”. He was referring to a trip itinerary of a recently booked tour to China. I asked how he did the research and he said he just typed “cheap tours” into Yahoo! and clicked the first few listed websites (sponsored listings) that appeared. He now uses the same website to book all of his tours since his first online experience was so wonderful.
My 70 year old father may have just paid in full for the monthly PPC spend of your website. My parents booked a tour to China and a tour to Europe and you just made your money back from your initial investment. And to think that it was MY parents!
It’s never too late or too early when considering optimization for your website. From this year’s online holiday shopping trends, we should be excited about what’s to come for 2007. With more people purchasing laptops and PC’s, consumers are becoming internet savvy and increasing their online spend.
This is where Search Engine Optimization comes in to play. Make sure your business/service can be found on the web. Keep your site user friendly, and run effective paid campaigns. These are basic steps to roll into the New Year.
Start your action plan for 07 and let SEO become a business driver for your website.
At the recent WebmasterWorld Conference in Las Vegas, I attended a few sessions about optimizing e-commerce sites. I will summarize the takeaways in this blog.
Acquiring traffic and driving sales are two different processes that need to be considered. The most common reasons for people leaving a site are: the user intent is not met, poor page design, and dead links. You should look at the search terms that are driving traffic and try to discern what the visitor is expecting of that query, and make sure the content matches that intent.
It is also about the formatting of the content. Be consistent in navigation and use recognized naming conventions, don’t get cute.
There should be multiple navigation options: primary navigation, a site map and an internal site search utility. The internal site search can dramatically increase conversions. This function is also great for reporting the most popular searches & allows customization of search results. Create a custom search. For instance, if there is something you don’t have, instead of yielding 0 results, show similar items that might be of interest.