Search Engine Optimization is a Waste of Money…

…Unless it builds leads, and later, relationships.

You’ve heard it many times… Digital agencies stressing they know the ropes of Search Engine Optimization talk about bringing more people to your site. More people, more conversions. There’s nothing bad about that.

But ask yourself, what will be the true result of our investment in time and energy? How many of these site visits will be from the types of people your company is looking for? Even more important, how many of the site visitors will result in relationships? These days, business often does not get started before audiences conduct a surprising amount of online research and communication over the internet. Is your company providing what it takes?

First things first. On the technical side, you need to take care of the basics to realize the fruits of your search engine optimization labor.

Data Collection and Analysis

Are you monitoring? Knowledge is power. Seth Godin, author of Purple Cow, says “measurement means admitting what’s broken so you can fix it”. You need to use Google Analytics or other software to get an accurate baseline measurement of current visitors to your web site and to see what they are doing once they are there. We all know that learning about quantity and duration of web site visits is critical, but there are other things often overlooked that can provide insight and help you determine if your efforts are effective.

Consider the following:

• What might your users be looking for based on the search phrases they are using or sources they are coming from? This is an easy way to learn the mindset of a visitor. Are you directing them to pages with content that is relevant?
• Are the paths that visitors use from the initial landing page telling you something about your users’ interests? See where they are going once they arrive at the landing page. Is there a pattern? If they are leaving early after traveling a consistent navigational path, can you make a logical determination of what type of information they may be looking for? If so, are there changes you can make that will increase the chances of them finding it?
• How many are “bouncing” from the initial landing page? A bounce is about the worst scenario possible. It either means you are directing people to content that is not impressing them, or it means there is a disconnect. You may not be sending them to content they would expect to find with the search criteria they are using.

You have data at your fingertips once you make efforts to harvest it. Analyze it, adapt your efforts and increase the effectiveness of your search engine optimization investment.

Beyond the basics

Your next step should be to analyze the overall experience you create so you can be sure that you are putting all of the energy possible toward convincing a visitor your company is worthy of their time and energy.

Visual Impact

Design matters a lot more than people realize. The usability guru Don Norman, in his book Emotional Design, reports that site visitors happy with a design are far more likely to judge a site as also being easier to use. And the Neuromarketing master Roger Dooley, in an article appearing on his blog, Neuromarketing, states that studies show users form lasting impressions of a site in a fraction of a second, before it is absorbed by the cognitive mind. Design does matter. Even when you have no idea that it is at work.

And content?

Content matters too. Once you convince on the cognitive level, your company’s next goal should be to supply your visitors with information that builds trust and molds their opinion. A landing page must have all your primary selling points, convincing copy, and an easy-to-use form or easy-to-find link that gets them interacting with your company. Site visitors are usually lost potentials if you do not secure communication with them on their very first visit. If you have one opportunity, give it your very best shot!

It goes both ways

Finally, your job isn’t over unless you’ve given a visitor reasons to want to talk to you. Thought leadership is vital, and can build your company’s brand by creating an impression that you are a leader in your field, and that you care to talk with them about the things that effect them and their market, that you solve problems. Sales don’t always happen right away. You’d be foolish not to draw users in; encourage requests for additional information, stay in touch, register or promote your newsletter or blog, or talk to one of your experts. Two-way communication is key. Whether it be social media, eNewsletter, blog subscription, brochure, or phone call, carry on the dance; get them wanting to hear from you again and build your brand with the best possible responses to inquiries, comments, and even complaints.

Site visitors are nothing. Site visitors that turn into leads and then customers are something. No, take that back, they are everything.

Ready to start talking? Contact us.