Posts Tagged ‘traffic’

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A common mistake I seen made when reviewing PPC campaigns is the failure to match keywords with their correct landing pages.  Why does this happen?  Probably because people are taught that their ad groups need to contain keywords that have similar words in them.  What? Isn’t that right?  Well…yes…and no.

It is true to an extent; but only to the extent that each of the keywords that you are grouping as similar should be landing on the same landing page.  Ad groups should be organized not only for keywords, but also for landing pages.

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The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how to make a blog more search engine and user-friendly, however I will expand many of the concepts here to include tips and strategies for sites selling products or services across all industries.

On-Page Optimization

A website can do just fine online without SEO. PPC, social media and other properly implemented off-line marketing efforts can really help a site succeed online with little or no SEO. But unless and until you begin to SEO your site it will always under perform, never quite reaching its fullest potential. Without SEO, you’ll always be missing out on a great deal of targeted traffic that the other avenues cannot make up for.

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One of the most fascinating things to watch, when you’re running an online business–or likely any business, for that matter–is the increase in traffic coming through your virtual (or physical) doors. Watching that traffic count tick up due to a successful optimization, PPC or social media campaign can be thrilling.

Yesterday I talked about how to turn your top search engine rankings into traffic. In reality, rankings are just one way to generate traffic. There are literally countless ways in which you can drive traffic to your website, via both on- and off-line marketing efforts. Unless you sell advertising by the impression, traffic isn’t the end-all, be-all of website performance. For many sites there has to be a conversion.

What that conversion is varies from site to site. For one it can be finalizing the sale of a product, for another it can be a lead, and for others it can be a download or signing up for a newsletter subscription. Whatever a conversion means to you, you know that getting it is the most important thing. Rankings only lead to traffic. Traffic puts eyeballs on the site, but beyond that, we need to know how to get that traffic to convert.

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Anybody who has been online for any length of time, and has had any success with achieving good search engine placement, knows one thing: Rankings are not cast in iron. In fact they are very fluid. Sometimes you can hold onto a top spot for years, other times you’re constantly battling to stay on the first page. That’s just the nature of search engine algorithms.

While rankings can be important for generating exposure through the search engines, there is another factor that is even more important than whether you hold the number 2 or 8 spot for your keywords.

Rankings, without traffic are pointless. In fact, while rankings can be a significant factor in growing your traffic numbers, traffic itself is not reliant on rankings. You can be in the number one spot and still get less traffic than your competitor in the number three spot. And even beyond that, you can often get better traffic (higher conversion percentages) not being in that top spot.

The question then becomes, how do you maximize your rankings–regardless of position–and turn that into the kind of traffic that produces strong conversions? Let’s explore a few ways that you can generate more traffic to your site, despite any particular placement in the SERPs.

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