It’s a bit like the chicken and egg analogy… So which do you focus on first?
Google Rankings Or Conversion?
It’s actually a bit of both.
When you are creating a site, or working to improve an exiting one, content should drive the things from a search engine optimization perspective. Sure, you can set up a site solely to get ranking, but what good is it if no one sticks around once they get to your site.
Content must contain your targeted search terms if you want a Google Ranking. But, it also needs to contain related terms so that both Google and your readers are satisfied.
When was the last time you looked at your bounce rate (the percentage of visitors that arrive and your site and leave right away). If it’s north of 50-60% you have a problem, unless you only have a one page web site.
Content Path Optimization means that your content is designed to guide your visitor through a path that aligns with your objectives.
Online, there is one fact. If you give readers too many choices, they’ll make NONE. It’s not about you – it’s about them. Hold off on presenting the complete depth of your site on the home page.
Let’s say your main product is worth $5,000. To throw that item on the home page as your feature would be a mistake.
People online need to trust and have confidence in your company before they’d consider parting with that kind of money.They need to see and understand the benefits – how it will improve their life, fill their need or solve their problem.
Your home page needs to take them through the steps of a major purchase decision:
- Information – the information and BENEFITS of your product or service.
- A sample.. or what we call a lead generation product. Free is always the best offer online, but it can be any price up to $100.
- A follow up series via email, phone or mail. This is why an opt-in offer is so important, as well as the entry level product. It gives you the name to do the follow up. (Notice our great offer on this page? We do a lot of free work to prove that we are worthy of the business.) It starts a relationship.
- Proof. You need to prove that the benefits you are portraying are real and tangible.
When you have a content path in place, not only does your website start working, but it opens up new doors to you. You build a list, sell products and create a path for prospects to ultimately become great customers.
Product sites are usually the worst at this. Most site owners tell us that their top three best sellers are not necessarily the ones that lead to ongoing business with a buyer.
The interesting thing is that the top sellers are usually placed at the top of the page, and the ones they really want to sell are at the bottom. Think about placement if you sell a lot of products… and put the easy-decision-purchase ones at the top, to encourage the highest sales conversion.
The goal is to create accounts and prospects. Once someone has purchased, and the experience is good, they’ll be back for more.
Which leads us back to Search Engine Optimization.
Once you have a product path mapped out, you’ll know what terms to go after. There is no sense in putting all your effort initially into terms that focus on your top end product or service… your closing ratio will not justify it.
If you instead concentrate on your free or entry level product, you’ve defined the search terms that you need to rank under, for the best conversion.
Which leads us to… are you ready to get your free site assessment?
