Is the tail wagging your dog? In the online business world, Social Media is allowing the consumer to effect how business approaches marketing. By sharing opinions about their customer experience they are having an influence by speaking their mind and voting their preferences.
As more consumers become social media users, website marketers need to understand how to react and apply this input into the promotion process. The goal being not only to promote our Search Engine Placement Services but also to deliver to the end user what they have come to expect from their website experience.
In the book “User Driven Change” by my friend Carlos del Rio, and Jeff Noethen, it discusses Usability Testing. Specifically as it applies to changes made to a website. Using prototypes of designs and testing them with customers before putting the changes online.
If your website is marketing a service you want the end result of the person visiting to be some type of action, which can be called a conversion or completion of the goal of having the website in the first place.
Make sure your goal or conversion is well defined so that you can lead a visitor to the end result you want them to take in a clear easy to follow path. Can they find your content easily? Are they staying engaged or bouncing off a page quickly?
Tracking how a visitor comes to your site, how long they stay how many pages they visit can give you an understanding of how your website is or is not answering the expectations of the visitor.
* Flow: How difficult is it for users to navigate through your site the first time they visit?
* Ease Of Use: Is there any part of the design that is frustrating visitors? Is there any roadblocks between the customer and the result you are trying to lead them to?
* Recognition: Is the navigation through the website where the visitor expects it to be? Are they finding the information that answers the query they used to enter your site?
* Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? If you are having them fill out a form and they make a mistake, can they back out of the mistake without losing everything?
* Satisfaction: How pleasant is it to use the design?
Analyzing these aspects of your web page design help you break out and deal with the problem areas. You have to identify your target market and watch for changes in the user experience over time. Just because it works well when you first implement your web design, does not mean you’re finished. The way searchers find you changes, keywords used to look up your product change and the users in your target market can change as they get more adept just using the internet.
As you plan your presentation to your target audience, plan to incorporate these principles into your Search Engine Placement campaigns and into your Web site or landing pages.
Your ultimate goal is that your website visitor experience and your Search Engine Placement work together. It won’t help to go through the effort required to achieve High Search Engine Results if the searchers bounce right back off the site because it was not the clear answer they were looking for.
Just as an example, say you have a band named, “Black Rose,” and your website gives all kinds of information about your music, your albums and your tour information. Then your Search Engine Placement Services help you rank on the first page of search results for, “Black Rose.” How many gardeners do you think will click through to your site and stick around very long? None. As people have become more familiar with using the internet they have become very adept at backing off sites that didn’t match their search expectations.
Search Engine Placement without any regard to Website use and how it answers the search query is a waste of time and money. Many business people think they will automatically get the increase in business they desire just by ranking higher in search results. They don t understand how closely tied a highly usable site are to Search Engine Placement Services.
If your website has the content people are looking for, you will be more likely to get the conversions you want and people will want to link to that content. This is link building at its most basic.
What s good for the human visitor will also be good for the search engines. Their goal is to also create a great user experience. Delivering visitors to a Website that builds on that experience will put you on good terms with search engines.
Usability and Conversion
Search campaigns are simply vehicles to help drive traffic to our Websites and landing pages. If you have a product or service you’re ready to promote on the internet, give us a call today at 800 789 0017 or visit www.aSEOpro.com and we’ll show you what our Search Engine Placement Services can do for you.
Don’t wait for your competition to dominate the search results and take the lions share of your market, call right now 800 789 0017.
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