Tweet

Search Results Relevancy and Website Conversion Rates

Written by: Bill Ross

Article Overview: By keeping the page graphically relevant to the search term that a visitor is coming to your site from an organic search results is a key to increasing conversion. Each page of your website should be optimized for specific keywords and represents a product or service that you want someone to see (if its not then you have other concerns).

Search Results Relevancy and Website Conversion Rates

By keeping the page graphically relevant to the search term that a visitor is coming to your site from an organic search results is a key to increasing conversion. Each page of your website should be optimized for specific keywords and represents a product or service that you want someone to see (if its not then you have other concerns). So with that said, when a person finds you based on a specific keyword within Google, MSN or Yahoo and they click on the link in the results set, they have certain expectations of what they are going to see on that page and how that page is going to fulfill their need, want or desire. I know these are very simple thoughts, but a lot of people are not optimizing their pages for expectations and in doing so are lowering their conversion rates.

For Example

Lets take a site whose main product that they manufacture is scotch tape, and their secondary product set is tape dispensers, boxes and other things that are related to tape usage. The First thing they should do is look at what terms each page is being ranked on. This will give them the expectations of what the user would want to see when they click on their organic search set.

In this example let’s say that their home page is ranked well and is getting traffic from 2 main keywords (Scotch Tape and Scotch Tape Dispenser). Their main graphical call to action on that home page should be related to buying scotch tape or a scotch tape dispenser and not about moving boxes or other things that they sell. When someone comes into that page they expect to see the main offer that relates almost directly to the keyword they came in off of and in this case its one of the two key words.

They should go through and map out their pages that are ranked and what key terms they are ranked for to keep a good alignment with the expectations of their customers.

This goes back to other things that I have talked about which are treating each page as its own site and optimizing the page for specific keywords, and wrapping them with a centralized theme for the website. Do not try to optimize a page for more then 2 primary keywords and 1 secondary keyword. If you need to do that you are better off breaking that page up and making a couple pages out of it and really optimizing those pages for specific keywords. This will help with relevancy and conversion because the visitor’s expectations will be met when they get to the page.

Related Articles
  SEO and Link Building
  Anchor Text, How Important is it Anyway?
  How Does Google Search Engine Works?
  Search Engine Optimization
  Search Engine Optimization Landing Pages

Article Tags: conversion, conversion, conversion rates, Google, organic search, scotch tape, scotch tape dispenser, search term, secondary product, tape dispensers, Yahoo



Related Forum Posts
Re: How can I promote my site? - There are various useful techniques for promoting a website. In SEO the techniques could be "white hat" and "black hat" techniques. White hat techniques includes following techniques to promote website as per the search engine rules. - Search Engine Friendly Tags - Website submission to Search Engines - Website Submission to Social Sites (Like twitter, Facebook) - Articles Promotion & Press Release Promotion - Quality Directories promotion - Contribution to Blogs, Forums Black hat techniques can reduce website strength in the search engine and can treat site as spam that could be following. - Keywords Stuffing. - Hidden Links - Maximum Links of unknown sites.
Re: From $0.30 to $300 / Day on Google AdSense Part 1 - How To M - HI Evan, Look forward to hearing more. I like the point that you brought out with "testing." Google has some amazing tools that can help website owners track everything. From Google Adsense reporting to Google Analytic to Google Conversion and most recently Google Goal Tracking. Between all of those tools a website owner should know exactly what type of traffic is converting & making them money and what type of traffic is not. I even use Google PPC to estimate organic search engine traffic! Website owners would do well to follow your lead and create a base, and then test off that base in regards to advertising. Jeff
Website SEO Marketing Consultant from India - Hi all, I am search engine marketing consultant, and has worked on seo marketing of several online websites. In case you need any help or facing any issue related to SEO/SEM, you can post your query. I have 4 yeards of experience in following :- a ) Search Engine Optimization/Marketing b) PPC Promotion c) Website Development too;)
Re: SES Toronto Next Week - In that case, how about the following? Track: Get Me Up to Speed * State of Search Marketing in Canada Track: Practical & Actionable * Beyond Linkbait: Getting Authoritative Online Mentions Track: Advanced * User Search Behavior * Social Media Success * Web 2.0 & Search Engines * Giving Credit Where It’s Due: Which Campaign Sold What?
Re: Conversion rates - VIA ONLINE - I think the reason Benny didn't include offline methods because his title was "Conversion rates - [u:337r7esl]VIA ONLINE[/u:337r7esl]"


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Coaching - An Effective Tool for Managers

The five pillars of internet marketing strategy

Life is a Balancing Act!

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.