Search engine optimization and search marketing are so ubiquitous these days they almost feel like our national sport. Visit a conference of business owners or marketers, for example, and you’ll hear every bit as much talk about Google, algorithms, and search engine rankings as you would football at a bar.
That fascination can actually be a mixed bag. That’s because, for as much as the details of SEO matter, what matters more is being able to attract customers and help them when they find your website. After all, buyers are the ones who buy; search engines can only refer them.
For that reason, there is some value in breaking free of the cycle of search marketing and concentrating on search results instead. Here are a few ways to make that happen:
Go Back to Psych 101
Search engine optimization is all about how potential customers can find you. One thing that often gets overlooked throughout that process, though, is thinking about why they would buy from you.
For all the attention being paid to analytics and demographics, many marketers overlook basic motivations. What do you have to offer your target audience, and why should they want it? The more of these answers you have, the easier it is to build offers and campaigns that appeal to the customers you really need.
Concentrate on UX
UX (or user experience) is all about making it easy for your customers to find whatever it is they want on your website – whether it’s answers, products, or something else.
Often, someone searching for a solution or vendor will look through several – and maybe even dozens – of different search engine results trying to find the right fit. For that reason, having a user-friendly site with lots of searchable content, easy-to-scan text blocks, and straightforward navigation structure can be more valuable than simply adding keywords because it keeps the visitors you do get on your pages.
Gear Everything Toward Action
Content is great, but the text on your website needs to lead somewhere beyond a simple search result. You have to have a goal, something you want new visitors to do.
This isn’t just about calls to action, although these are important. You also want to add a persuasive element to the copywriting on your website, along with social proof (usually in the form of testimonials and reviews) that show people your business is worth working with. Otherwise, you can’t generate any action, and all the search traffic in the world is useless without results.
If you’re looking for the very best in search marketing and web design in Dallas or Oklahoma City, call WebRevelation at 405-607-0349 or 817-283-3324 today and ask for a free consultation. You might be amazed at what we can do for your company!