The beginnings of Optimisation
SEO (Search Engine Optimisation) begins with a breakdown of a client’s website into On Page and Off Page optimisation.
The key to any successful optimisation is finding a happy medium between the two, On Page optimisation consists of everything internal to the clients website e.g. code / design etc.
Off page optimisation however is composed of everything that takes place outside of the clients website, search engine submission, back links, PPC (Pay Per Click) to name a few.
When would I need SEO?
A client may require SEO if they have just purchased a new website perhaps from an external web development company that took the pleasure in putting eye candy before functionality.
Or
A client’s website may or may not display correctly in multiple browsers or the websites code may not validate to W3C standards.
People often fall under the assumption that SEO websites aren’t friendly to the eyes and that you have to sacrifice design for functionality; this is simply not true, if done correctly!
The first question I will always pose to anyone considering SEO (Search Engine Optimisation), is what’s the point in having a website if no one can find it, but the second question should be to any eCommerce sites is what’s the point in having a site if it doesn’t covert?
A good converting site is a successful site, and can be the difference between make or break for a business. The key point to this blog is if the process is simplified it can change your fortunes.
Is your site easy to navigate?
Simple question and a simple answer. Gather some consumer research by follow up calls to buyers requesting feedback on the purchase process. A common benchmark is the visitor should reach no more than 4 pages in total to buy the product they want. Visit popular sites like Play, Amazon, Ebay and compare your buying process to theirs. Give the buyer options but not too many; if they don’t want that product offer them another, or show them what other users bought.
Do you have suitable landing pages?
Landing pages are the pages that the user will be directed to following a search query or click through. These hold lots of importance as they can entice the visitor to either click Buy or move away from your business and you have lost a sale. I always recommend a nice clear call to action that the user can’t ignore. This should be then followed by the basket page, sites that have a link to a banking page or a sign up now are likely to put the user off at the last hurdle.
The power of Google Analytics
Google Analytics when used correctly can be devastating in reading the habits of your visitors. This tool can clarify where a visitor has moved off your page, giving you an insight into the clarity and functionality of that page. You can also see where the traffic has come from, what the most popular pages of your site are and whether it was directed from paid or unpaid listings.
Acquiring both a good converting website and first page listings through SEO needn’t be a headache. For more information contact SEO Consult through our online form by clicking here SEO.
