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Posts Tagged ‘search engine optimization’

Ask MarketingSherpa: Balancing search engine optimization, conversion optimization and conversation

December 12th, 2019
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We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.

 

Dear MarketingSherpa: My question is about balancing the SEO needs with the conversation needs, an issue when driving traffic through organic rankings.

I think the issue I am struggling with is “the thing that a customer might search for is not what they want to buy.”

I know how to rank any page for anything, and through your training, I am beginning to know how to think about a page that achieves its objectives.

I think what I am struggling with is balancing the two and deciding what keywords to optimize the home page for when trying to combine the two objectives, i.e., SEO optimization versus buyer optimization, and then you have to go through the stage of the buyer’s journey as the language they use will be different at each stage.

Regards,

Adrian Tatum
Director
Effective Business Growth

 

Dear Reader: Adrian, you have hit on a deep challenge that many marketers feel. Some marketers come at it from the opposite direction. They view SEO (search engine optimization) and conversion optimization as separate. And I think this is because of the “when you have a hammer, everything looks like a nail” effect. Too often we’re siloed within our own disciplines.

I’ve heard the theory that load time and various other SEO factors give you a better quality score and therefore must be the factors that improve conversion.

While decreasing page load time has been shown to increase conversion, a myopic focus on SEO factors can hurt conversation with your visitors on your webpages. For this reason, the factors that improve SEO are not necessarily the same factors that improve conversion. They aren’t diametrically opposed either, but they are not one and the same. In one instance, you’re optimizing for an algorithm. In the other, you’re optimizing for a human thought process.

The hammer-nail challenge faces many companies and agencies, and it’s probably a blind spot for all of us in some way. For example, a company can be so focused on SEM (search engine marketing) and traffic-driving that they overlook where they are sending that traffic. The same holds true for SEO. You don’t just want traffic, you want traffic that will take an action.

The companies we work with have come to the realization that SEO landing pages need conversion optimization, their bigger concern is they don’t want to make changes that improve conversion but then lose their traffic so they’ll ultimately be down overall. Google is the big scary wizard behind the curtain, and when a marketer has won it over, the last thing they want to do is lose that.

Essentially, you need to make conversion changes without losing SEO, add value without risking search rank.

Really, this isn’t just an SEO problem. This is the challenge of marketing as a whole. What customers need isn’t necessarily what customers think they need, what customers will actually buy isn’t always the same as what they search for.

Let’s use marketers as an example customer. A marketer may search for “how to increase email list size” or “how to increase sales” but the solution isn’t necessarily tied to an email product or a sales product. The real solution for them may be to improve the value proposition.

Here’s another example. I’m on the board for my Homeowner’s Association. We recently had an unlocked car broken into in our neighborhood. So I started searching for security cameras. Most of the websites had security cameras with similar functionality. However, one of them had this headline: “Don’t capture faces. Capture license plates. 70% of crime involves a vehicle. Police say a license plate is the best evidence to solve a crime.”

I wasn’t searching for a license plate reader. The thought hadn’t even crossed my mind. I was searching for a security camera, but I didn’t really want that either. I wanted a deterrent to crime, and I wanted a way to catch the perpetrators. A few of my neighbors had security cameras, and they were interesting because you could see the perpetrators in action. But then what? You still didn’t know who they were and didn’t have any evidence to help the police catch them and stop them from re-offending. So the license plate reader copy on that homepage tapped into my true pain point.

Adrian, you are savvier than many in that you understand this challenge. As Harvard professor Theodore Levitt has said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.”

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Marketing 101: What is pogo sticking?

July 21st, 2017
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Pogo sticking is, sadly, not all fun and games. In fact, for marketers it’s one of the most annoying scourges of the search engine marketing world.

Essentially, pogo sticking is when a user searches, clicks on a result, and almost immediately (within five seconds) clicks back to the search result page. The implication of this is obvious — they didn’t find what they were looking for, which indicates it wasn’t a relevant result.

It’s important to note the difference between a bounce rate and pogo sticking because, while they are related, they are not the same. A bounce rate is where a high percentage of visitors visit a single page of a website. It’s not always bad, maybe they found what they were looking for on Page 1, or bookmarked it for later.

Pogo sticking is always bad, and Google will strike down almighty punishment. Read more…

Personal Branding: 3 tips for personal SEO

June 22nd, 2012
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If someone were to enter your name into Google, what results would they find?

Establishing your personal brand online has become increasingly important, as more HR professionals and hiring managers turn to search engines for information on applicants. Some reports indicate upward of 90% of recruiters regularly research candidates on Google.

Moreover, realize that your competition has already taken action to improve their search engine results. According to ExecuNet’s 2012 Executive Job Market Intelligence Report, 67% of executives have actively worked to become more visible online.

These executives are working on their results, but what about you? In a best case scenario, you will earn a few results on one of the top search engine result pages (SERPs). Worst case scenario? You find that you share a name with a slew of more established, accomplished and published people — at least according to Google results.

So, what can you do to improve your search engine results? Here are three tips for boosting the search ranking of your name.

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7 Signs That You’re Overvaluing Search Engine Optimization

April 3rd, 2012
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Search engine optimization (SEO) has become such a giant buzzword, that even my non-marketing friends and family members discuss it. It seems that every person I interview for one of our job openings is an “SEO expert.” And I now see Danny Seo all over TV.

Jokes aside, let’s take a look at some research …

 

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According to Jen Doyle’s research for the MarketingSherpa 2012 B2B Marketing Benchmark Report, 29% of B2B marketers consider search engine optimization to be very effective — more than email marketing, content marketing, and most noticeably, paid search.

But could that be a problem? It is human nature to overemphasize something that we think works well. (The minute someone tells me I’m funny – watch out! I’ll come up with every joke I can think of, and they’ll just keep getting worse.) And also, if we overvalue our investment in any one tactic, of course it will be more effective than the ones we’ve shunned.

With so much focus on SEO from every marketing blog on the Google-powered Web, I thought it might be worth your while to question if you’re overvaluing SEO.

So put the Google Keyword Tool down for just a minute, and for a contrarian viewpoint, see if any of these seven reasons that you’re a little too obsessed with search engine optimization / SEO / organic search / natural search / search marketing resonate with you:

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Search Marketing: Optimize social media, images, video and everything else

November 8th, 2011
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Search engine marketers have based entire careers on improving rankings. They fight tooth and nail to reach the top of the page, win more traffic, and push all their competitors down a notch.

But what if you could get more traffic by pushing your competitors down a few more notches? Or pushing them down on more keywords? By focusing on universal search, you can do just that.

Search engines do not strictly deliver links to webpages anymore. They deliver links to images, videos, products, news and more. This is called “universal search.” Just check out the results from this recent Bing search for “storage shed.”

 

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This page links to five different types of content. If you become a master at creating and search-optimizing this content, then you can claim not just higher rankings — but more rankings.

Here are some key categories of content and tactics pulled from MarketingSherpa research: Read more…

Google as a Grocery Store: Use SEO and search engine marketing in tandem to boost lead generation

September 13th, 2011
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The week before last, I attended Dreamforce, along with more than 45,000 marketing and sales professionals, as a guest of HubSpot. I’m still sorting through all of the notes and information I gathered that week.

One breakout session I found interesting, and thought you might too, was on using SEO and search engine marketing (SEM) tactics to improve lead volume, and featured Todd Friesen, Director of SEO, Performics, and Bill Leake, CEO, Apogee Results.

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