Your site can be popular with search engines while at the same time fall short when it comes to actual sales. The amount of visitors to a website does not mean more business and more sales. There is a huge difference between visitors and “qualified visitors.” Identifying channels to locate “qualified” visitors should be a large part of your marketing campaign. This will generate the paying customers you need.
Some visitors may not be looking for your product or service and may just be browsing the web. Search engine spiders (software) may also count as visitors to the site. They are simply scanning the site content to determine your value and for indexing the site. Your ROI (Return On Investment) will be increase as you attract more qualified buyers to your site.
As you begin gaining ground with search engine popularity, and attracting qualified customers, remember that site ranking alone will not bring success. Once visitors find your site link, it is what is revealed on the other side of the link that will determine the conversion rate (whether or not they make a purchase). If your visitor is viewing a well-written article which speaks to them of savings and advantages to be had, they most likely will request more information or opt to purchase your product or service. The great content that got them to your site in the first place, will entice them to return and you’ll be on your way to developing a site following.
Reciprocal Linking
A website may be ranked highly in multiple search engines for many phrases, yet the sales may come from something as simple as a direct link to your site from another site. Exchanging links with those that are most likely to send traffic your way is a great way to generate new business. This is referred to as reciprocal linking.
Content is king!
Don’t forget to hire a competent and professional blogging partner to keep the site updated with original marketing articles as they relate to your business and up to the minute news about your industry is also a valuable educational addition to your site. This is the quickest and easiest method to gain qualified visitors. Work on developing your site to one of authority based upon your expertise. Content is king and this is always the best way forward.
SEO Tools and Investments:
Investing money in SEO (search engine optimization) ad words campaigns, etc. will not necessarily lead to profit. If you have a dated website which does not reflect the quality implied by your rankings, it is highly likely that the visitor will have no faith in your professionalism nor in the services you could deliver. You will always be judged on your website which is the new window to your business in 2014. Keeping your site look and feel up to date will make the visitor feel they are dealing with professionals.
Keep all site page content up to date and change the content at least once a year. As new technology becomes available, incorporate this into your website. We suggest a new site re-design every three years. This will keep you current on new bells and whistles that come on-line.
Your website is your window to the world. It offers your qualified visitors a view to your goods and services. Make sure they like what they see! Contact us to set up a brief website consultation to discuss and critique your website.
Jean Holland-Rose
Chief Creative Officer & SEO Professional
Inside Design Orlando
