FACTORS TO CONSIDER BEFORE HIRING A SEO PROFESSIONAL
You've heard about search engine optimization, but you're not entirely sure if it's for you. Luckily for you, we took the time to break down the factors to consider before hiring an SEO professional. Download our white paper for all the information you'll need. In addition to the white paper, you'll receive emails from us periodically on all things digital marketing.
An online SEO survey by SurveyMonkey has provided some insight into the “pet peeves” of website visitors. 68% of those surveyed stated that the No. 1 reason users would block a website from their search results was the presence of too many ads on the site. The second most popular reason was poor quality content, with 60% of those surveyed naming that reason.
42% of those surveyed said that if a search rendered less than perfect results, they would leave the search, but 34% said that they would abandon that search and return to Google to create another search.
Only 26% of the respondents would block a website from their search because of errors in spelling and grammar.
Bottom Line: Most websites do not have an abundance of ads, but this survey gives a warning to webmasters to make call to action on the site prominent, but to fall short of annoying. Google Panda is not the only reason to create unique and compelling content for your site, as viewers find content that is uninteresting or poorly crafted to be a major turnoff. Is your bounce rate over 50%? If so, the above may be 2 factors to consider in improving your site’s performance.
Eric Van Cleave is a Partner in Zenergy Works, A Santa Rosa, California Based Local SEO Services, Website Development, and Online Marketing Firm.
How can a local business benefit from Pay Per Click Advertising if the business already has an organic search program? Studies show that click through ratios are higher on PPC ads, and even if a local business has a comprehensive SEO campaign that delivers excellent rankings, PPC gives that advertiser a chance to dominate the results for that search term and gain a synergy between the two campaigns. Unlike organic SEO that requires an extended period of time to gain rankings, and is subject to changes in search engine algorithms and other online marketing perils, PPC is relatively quick to set up and deliver results. Below are some additional reasons that a local business may want to use PPC and SEO together.
Using PPC and organic SEO together can help to gain click-throughs for both mediums. If studies are accurate and those that are in “buying phase” search organic results first and then review the PPC ads, being exposed to your business or website and then finding a strong call to action offer in your Pay Per Click Ads can definitely increase web conversions.
If you have certain search terms that rank well in one search engine as opposed to another, or if you have search terms that are tough to rank in, PPC can give you a quick first page presence while you bolster your organic SEO campaign to improve rankings.
Using PPC, you can pinpoint the zip codes and local areas that you wish to see your ads. You have greater control of what areas view your online ads and who responds to them.
Bottom Line: Pay Per Click can augment even successful SEO campaigns, but the greatest success is gained when the PPC ads contain a strong call to action or financial offer that makes your business stand out from the crowd. Do not be afraid to experiment with the call to action, you may change it frequently to find the offer that works for you and your business. If new search terms emerge in your industry, like the “check engine light” campaigns that have become popular in the auto repair industry of late, lead with PPC ads at least until your organic rankings become prominent.
Your Contact Us Page is one of the most important pages on your website. Your Contact Us Page should offer multiple contact options and show that assistance is only a click, phone call, email, chat or personal visit to your store or office away. I know that this is contrary to the conventional wisdom of having a website to avoid having every potential customer contact your team, but a departure from conventional thinking can often be a difference that separates you from your online competition. Most of the clients that I work with realize increased profits from creating easy access to team members than can answer questions. Most sites place their phone number in the header and have the contact us page linked to the main navigation of the website. Here are some additional tips on making contact from your website easy.
Add contact us buttons throughout the site.
Create contact us for more information on pricing and other call to action hyperlinks within internal site navigation.
Use different call to action requests on buttons and internal hyperlinks like “Can We Help?”, “Talk to A Representative”, or “Email for a Quick Quote”.
Offer Online Chat on your website. There are services that man the chat and send leads to you via email or skype.
Include a map and driving directions on your contact us page if you are a local business. If you are a national firm, consider providing a search for the retailer or office nearest you. Be sure to include your hours of operation for each store and office if you are encouraging in person visits.
Keep your online contact form as brief as possible. The easier it is to give you the information, the more likely that the form will be completed.
Respond as quickly as possible to every online lead and inquiry, Immediate is best, but the quicker the response to an inquiry, the more likely that you will have the first shot at earning that business of the potential customer.
The point is everyone is different. If you don’t have a contact option that works for them, they may skip it, and the sale, too. Sometimes, a contact option is nothing more than security. Having a phone number visible provides the security that someone will be able help them, which makes them feel confident that you’ll also answer your email promptly. To these types, the phone number provides confidence and security.
The more options you provide, the more secure the shopper becomes about your ability to assist them in a time of need.
Bottom Line: When a website shows a strong commitment to creating customer contact in the method that the customer prefers, the likelihood of starting a conversation with a customer that may lead to a sale is greatly enhanced. Most companies do not have websites that can sell for them, but do not minimize the opportunity to have your website give you the first shot at filling a client’s needs.
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