Archive for the 'Convert Visitors' Category

Is your Web site design layout speaking to your visitors as well as Search Engines?

The balance between the two is related to two distinct elements in Web site design; active content and images as visual cues.

Search Engines capture only keywords and keyword phrases. Images are essentially ignored.

Opportunities are lost when Web design does not take into account active content as a strategic element in design.

Learn how Eye Tracking and Heat Map studies have guided us toward SEO friendly Web design best practices.

  • Active Content - Copy that targets your visitors needs
  • Images as Visual Cues - Triggers that take your visitor one step closer to a desired action

Search Engine Optimization strategies bring awareness to your Web site. Understanding your target audience and conveying a message that resonates with visitors is the key to great SEO.

GrokDotCom published this amazing story that illustrates the difference between conveying information and communicating a message that resonates with your target audience. When you know who you are speaking to, Search Engine Optimization becomes more effective.

by Rose Holston | August 19, 2008

Google Analytics was reporting a client’s Error page as the 3rd hottest page on the Web site. Obviously there was a problem but the biggest mystery was that although visitors were getting a 404 Page Not Found Error, through the Google Analytics Navigation Summary I could see that visitors encountering the 404 Error were continuing to find content on the Web site from that page.

After performing some investigation, I found that the 404 Error Page was populated with a sitemap of the entire Web site, including a list of URL’s by product. Visitors were redirected, so to speak, from a serious issue.

The root cause of the problem was resolved by identifying a URL that was renamed. A 301 URL level redirect implemented via .htaccess redirected the old filename to the intended new URL. The problem was fixed immediatly. It took 2-3 weeks for Google to cache the new URL information but the redirect worked as intended.

Use 404 Error Pages for more than just reporting an error. Be creative and take the opportunity to fix a fubar gracefully.

What you say on your Web site is critical in conveying a message to a potential customer or client. Writing pursasive text is as much an art as a science.

We do this. We do that. It is typical to write content in “we-we” talk. Web site owners focus on what “we do” instead of the benefits to the intended audience.

Take the we-we challege, made popular by the author of “It’s the Customer Stupid”, Bryan Eisenberg, and see if your Web site passes the test.

Converting users to customers is an entire practice  worthy of exploring much further than this post. In order to write pursasive text that appeals to both users and search engines, you need to:

  • Target your audience
  • Perform thorough keyword research
  • Write your message for your target audience using pursuasive text and include good keyword phrases
  • Format and place keywords and keyword phrases in strategic places on your Web pages
  • Determine your keyword density - the percentage of times a keyword and keyword phrase is used on a single Web page compared to the total number of words (exclusions exist)
  • Measure and fine-tune

Piece of cake…

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