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A Focus on Higher Conversion Ratios

A Focus on Higher Conversion Ratios

July 17, 2008
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" optimize for your customers first and search engines second "

This article can help you learn how to pull in targeted traffic from the search engines, improve your marketing approach to be more effective and convert that new targeted traffic into sales.

It is very important that once folks land in your website they can easily find what they're looking for, or they will abandon your website quickly to find one that does give them what they want.

So if you keep in mind that the Internet is just one big-ass virtual filing cabinet, and that search engines view every web page as a document, and the job of search engines is to retrieve those documents in a timely and efficient manner, then it makes good sense to organize your website's content and tag it clearly for the search engines to find.

Always remember to optimize for your customers first and search engines second. The great thing is many of the steps you take to properly organize and tag the content on your website to make it easy for your visitors to understand are also some of the very same things you need to do for good SEO — which lets you kill two birds with one stone.

These methods are for both content-producing websites and affiliate websites — everyone benefits from good organization.

So where do you start?

The first question you have to answer is, "In the most literal sense, what do I offer?" The second is, "How much content do I have to organize?"

It is important to know that while you may have a well-known company name, a lot of folks may not remember that name, and many will spell it wrong. So banking solely on your company name to be your savior at the search engines is risky business.

For the most part, people tend to go about their searches online in a very literal way. In other words, they type in what they're looking for in very specific terms. Granted, there are many folks who search in broad terms like "porn" or "XXX." Invariably, they too will end up narrowing the scope of their search at some point to drill down for something more specific.

When answering, "What do I have to offer?" take a look at your content to see how you might best categorize it all into relevant groups by very literal descriptions.

So if all of your content is "lesbians" then, sure, you can try to go ahead and target that single broad word, but right now there are 51 million other sites showing up for that word too. There are 152 million other sites showing up for the singular term "lesbian." There is far too much competition to have a chance of ever reaching the first page of the SERPs with it.

This is why I say that you need to be very literal in your descriptions that you tag your content with.

Remember that however you tag and label your content, you need to go about it in text form. The search engines can only read text. They cannot read the images on your page. You have to go beyond adding the text to your background or wrapper image.

If your web pages do not closely match up with what your site visitors expect when they arrive, then your abandonment and bounce rates are probably sky-high. Continuity of relevance is very important.

But even if your web pages do closely match what the customer looking for, if you have hundreds of offers all mish-mashed on one page, this causes anxiety in folks, because they're overwhelmed with choices. This makes them bail and look elsewhere.

How to sort it all out? Break it down logically.

If you offer lesbian content, how can you divide what you have into groups? Hair color and race are very popular search descriptors for adult entertainment, so you may first want to divide them by hair color and race. Then go into more specific detail for each set of pictures and each video.

Set up your new organized layout as a paper prototype first before you begin to build it out in HTML. Make sure to keep navigation easy and all of your pages focused. When it is correct on paper, then build it out.

More online sales originate from search engines than any other Internet source. Therefore, making it easy for the search engines to find the content you offer and landing the surfers on pages appropriate to the query they're searching for is win-win and well worth the effort.


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