Towards the end of 2013, and increasingly in 2014, a massive shift has occurred in the world of Search Engine Optimisation. Instead of simply “getting more visitors” and “getting up the search engines”, the focus has changed to conversion tracking to see which aspects of your marketing truly works, and to see what effect your page rankings have on the ability to see your product or service.
It is not possible for a promise to be made for you to appear on page one of Google unless you use paid for advertising (Google Adwords). This is because Search Engines are becoming increasingly sophisticated, and the page one listings of person A are more and more personalised, and therefore different to the Page one listings of Person B.
What is a conversion?
Google defines it as:
“A customer action that has value to your business, such as purchase, downloading an app, visiting a website, filling out a form or signing a contract. Online and offline actions are called conversions because a customer’s click translated – or converted – to business.”
So what can you do to ensure you are moving with the times?
The first thing to consider is the customer actions (conversions) you need. Do you want a potential customer to:
• Visit a specific page on your website?
• Sign up for your newsletter?
• Buy your product there and then?
• Make an enquiry or request a quote?
• Access a discount code?
Whatever you choose, careful thought is needed and the marketing can then be tailored to these goals.
Simply put, it gives you valuable information about which of your marketing campaigns gives you the best results for your specific business. A ‘one size fits all’ is no longer appropriate as no two businesses are the same, so your marketing (on and off line) must be specifically tailored.
So what can I do to make a difference?
1. ALWAYS ask people how they found your products and services, I’m constantly amazed by how many businesses fail to do this.
2. Where possible, use a trackable phone number on your website eg 0800 number to count phone enquiries from web or different campaigns.
3. Monitor the number and type of enquiries through enquiry forms.
4. Use Google campaign tracking links to see results of campaigns in Google analytics.
If you want to increase your business’ conversion rate, contact us today via telephone, contact form or live chat!