digital marketing blog

Everyone wants their webpage to be the top result of a Google search. Consumers are most likely to click on the top few webpage results, so it is important to get your webpage on that first page by having it highly ranked. It needs to be in the top 10 SERP results. SERP stand for search engine results page. This is done by SEO. SEO stands for search engine optimization. It is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

Start With a Strong Foundation

If the website has a poor structure and information architecture, it doesn’t matter how strong the SEO is. If your website is difficult for users to navigate and Google to crawl, your rankings are likely to suffer. Think about “usability first” on a mobile platform. That is the pathway to success. Mobile searches have become the most common, so if it is user friendly on mobile devices it is set up to succeed on computers as well.

Strong Backlinks

Backlinks are links from other sites to yours. They are one of the most heavily weighted Google ranking factors. Incoming links to your website content from high-authority domains show your site’s authority, bring in traffic, and improve your search ranking. Don’t abuse forms of links, spamming links can ruin the webpage. If it is relevant than use it.

Keyword frequency

When a certain keyword appears more frequently than all others, it serves as a relevancy factor for your content. Having a primary key word and a set of related secondary keywords that will help move the consumer to your webpage.

Optimize Images

High-quality images on your business website not only enhance customer experience, but Google considers images when indexing. Since computers only read words, make sure Google can find your photos by using keyword-rich titles. The descriptions of on-page images send important signals of relevance to the search engine as well.

Optimize Speed

The search and loading speed is important for consumer satisfaction, but also for improving SEO. This can be done with browser caching and script handling. Browser caching stores these resource files locally on the users’ computer. That way, when a user navigates to a new page, those resources need not be loaded again. Script handling can be done by minifying your files by stripping comments, for instance, to keep things running fast. If it’s possible to merge several scripts into a single file then do it. That way, there will only be one retrieving call to the server to load all the scripts.

“Chapter 4: On-Site SEO” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018.

Price, Chuck. “5 Proven Ways to Increase Your Google Rankings.” Search Engine Journal, Search Engine Journal, 9 Oct. 2018, https://www.searchenginejournal.com/improve-google-rankings/246483/#close.

“15 Reasons Google Doesn’t Rank Your Site (And How To Fix It).” BuildFire, 28 Mar. 2018, https://buildfire.com/reasons-google-doesnt-rank-site-and-fix-it/.

Lets start of with what conversion means in this context. Companies use a landing page, which is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement. Which these landing pages is where the conversion part comes in. Conversions are the desired action that the company wants a consumer to take on the landing page. In the this post I will go over 5 ways that someone can increase their landing page conversions.

1. NBALPWACG. This acronym stands for Never Build A Landing Page Without A Campaign Goal. Basically, the company needs to have a goal set before they try and create a landing page for consumers. There needs to be a direction, needs to be measurable, and understandable goal set. This is important so the landing [age can then be created to reach these goals. The landing page is looking to get desired actions, so it is important to know what those desired actions are on that landing page.
2. Testing. It is important to know how effective your landing page is. Conduct tests to see what things work and don’t work for the page and make adjustments to get more conversions on the page. Ryan Osman at Obility, has done this by testing with short-form and long-form landing pages. Learning what consumers find more appealing specifically and will spend more time on the landing page is important. Through testing the landing page will become more refined and become the best possible landing page for getting the desired conversions from consumers.
3. Attention to Ratio. Many pages try to put in too much information and overwhelm the consumer. The ideal ratio is 1:1 or as close to that as possible. Keeping the pictures and wording to a minimum is important. Get the consumer to easily locate links such as “Get Started”, “Apply Now”, etc. will increase the conversions on the website. White space isn’t a bad thing. It can make a web page easier to navigate and follow without getting lost. When the consumer can’t find what they want quickly they will leave the page and look somewhere else.
4. Mobile Friendly. It is very important to have the landing page be mobile friendly. In todays society, almost every single person has a smartphone that can do web searches. After being equal in searches with desktops in 2013, mobile search visits are almost double the amount of desktops in 2018. Make the landing page easy to use of a mobile device and easy to read even on the smaller device. Ease of use on mobile devices will create more conversions as there is more search traffic through that avenue nowadays.

5. Use Existing Media Channels. The more traffic going to the landing page the more conversions will occur. If the company already has social media pages such as Twitter, Instagram, and Facebook, add links to the company landing page on those media pages. It will increase the visitors to the site and more visitors will create more conversions. Media is a great way to spread word about a business and working on increasing a following with these channels will help as well.

Sources.

“MRKT 484 Ryan on Testing Landing Pages.” OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb.

“Mobile Vs. Desktop Usage (Latest 2019 Data).” BroadbandSearch.net, https://www.broadbandsearch.net/blog/mobile-desktop-internet-usage-statistics.

Wishpond. “7 Landing Page Call-to-Action Formulas for Higher Conversions.” Wishpond, Wishpond, 6 Aug. 2019, https://blog.wishpond.com/post/85225114134/7-landing-page-call-to-action-formulas-for-higher.