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.
Search Results Relevancy and Website Conversion Rates - To learn more about this author, visit Bill Ross's Website.
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