Have You Started Your Christmas Search Engine Campaign? - Improve the Usability of Your Site
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Few search engine marketers cover usability when discussing optimization. However, ensuring a visitor to your website not only sticks around longer than a few seconds, but also buys from you goes hand-in-hand with any SEO campaign. Make it easy for every visitor to your website to navigate to your products or services page. Use every opportunity to initiate a "call to action." If your biggest seller happens to be the latest MP3 player, make sure there is a prominent link or graphic to that page from your index. Also make sure your website contains the important information most visitors are looking for when deciding to make a purchase online. According to eBrain Market Research, the features sought after by most consumers are:
90% Free Shipping
81% Discounts to Frequent Shoppers
77% Tracking on purchases
62% Published Privacy Policy
51% Received a High Rating from an independent source
Implementing an extensive search engine marketing campaign to double the number of visitors to your website can take time and effort. However, in some instances, it can be easier to make some minor changes to the usability of your website to increase your conversion rate. Doubling your traffic while doubling your conversion rate can make for some great fourth quarter numbers.
Your wake-up call
Although space does not allow for a comprehensive outline of steps to take to ensure your website is ready for Christmas, I hope that this message serves as a wake-up call to everyone responsible for marketing their company's website. While Christmas may well seem like a long way off, search engine marketing contains a lot of research, implementation and patience (as you wait for search engines to spider and index your site). By starting your search engine campaign in August, you hopefully won't need my last-minute articles come November. You can even contact one of our search marketing experts for more advice.
For more about Andy Beal, see KeywordRanking.com.
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