Search Engine Optimization

Dec 162011 0 Responses

Inbound Link Evaluation and Achieving Conversions

Evaluating the quality of both organic and paid inbound links to your websites is an important task when trying to determine the probability of successfully generating conversions, i.e., sales, newsletter sign-ups, requests for more information, downloads, phone calls and other visitor actions. All links are not created equal. Some are much more capable of leading to conversions than others. The difference between profitable and unprofitable links is due to many factors that include the nature and relevance of the links, where and when they are placed and their relationship to other links pointing to your site.

The following information describes several inbound link traits that determine their effectiveness at securing desired website conversions.

Links from Authority Sites

An authority site possesses the influence and power to boost the rankings of other sites by providing links to these sites from one or more of its web pages. Authority sites are defined by a number of characteristics including high page rank (PR), focused content that is frequently updated, hundreds or even thousands of informative web pages and plenty of outgoing and incoming links to other related industry sites. Links coming from authoritative sites in your industry can provide the marketing boost that directly leads to conversions on your website. Google and other search engines place an added value on backlinks originating from authority sites. This in turn tends to push your site up higher in Google’s rankings for particular relevant keyword phrases being searched. As a result, your site’s increased targeted traffic translates into real on-site conversions. Examples of authority sites include established online publications, trade associations, government sites and respected information portals in your particular industry.

 High PageRank Links

Any site with a high Google PageRank has probably invested quite a bit of link building and SEO work over an extended period of time. Although PageRank is by no means the only factor that establishes how Google values a web page, it remains an important factor. According to a recent Matt Cutts video, “it [Page Rank] is one of the more important of the 200 signals that we have”. Since high PageRank sites tend to carry some additional weight and authority with Google, inbound links coming from these sites can only enhance your site’s chances to achieve increased traffic and conversion results.

Contextually Relevant Links

Links that come from websites with similar or related subject matter carry a level of value that non-related links cannot produce. For instance, if your website discusses the best methods of sealing your outdoor deck and you obtain inbound links from health food sites, these links may not be considered as contextually relevant and may not produce the long-term conversion results you seek. These links may look unnatural to the search engine algorithms and inhibit the success of your marketing and conversion goals. On the other hand, an automotive website that that obtains authoritative and contextually relevant links from racing publications, auto repair sites, or auto brand sites sets itself up well for receiving the type of link juice that can lead ultimately to targeted traffic results and more conversions. In addition, these industry established websites possess a loyal traffic following. When your website receives a link from one of these industry sites, the resulting traffic to your site will have a higher conversion rate due to the endorsement provided by the link.

Optimized Anchor Text Links

When building links to help promote the ranking of a web page, it is important that the anchor link text used includes the keywords that are specifically relevant to that page. Using non-relevant link text such as “click here” or “read more” will provide no SEO value or ranking power to the page. A web page about “oil changes” may utilize relevant link text such as “change my oil” or “cheap oil change” to enhance the authority of the web page and increase the probability of new site conversions.

Paid Links

While all the above link characteristics refer to organic linking methods, paid text links present another way of attempting to ultimately bring about conversions on a website. However, not all paid text links produce equivalent SEO and conversion results. When seeking paid text links to maximize conversion possibilities look for links that come from relevant sites with domain authority. Also, only acquire a few links at the most from any one page to keep the appearance of natural link acquisition in the eyes of Google. If paid text links are purchased in mass or from unrelated content sites, Google and other search engines may view them as an inauthentic way of website promotion. Search engine algorithms tend to penalize sites that host paid text links to the exclusion of naturally built, organic links coming from sites that freely share their authority with you. On the other hand, a patiently constructed network of organic links will tend to remain in place, appear natural and provide your site with gradually increasing authority.

In your search for inbound links to promote your websites, be mindful of the ultimate goal – conversions. Simply achieving SEO results from your backlinks is not sufficient within itself. You need dependable conversion data that indicates the links you are going to acquire will result in the kind of targeted traffic that that translates into actual website conversions.

Dec 162011 0 Responses

Best Tools for Conversion Optimization Visualization

In order to determine whether your website is reaching its potential in terms of the number of conversions it produces, it’s important to take advantage of the benefits provided by one or more conversion optimization visualization and website traffic analysis tools. The success of your website marketing strategy is dependent upon monitoring the performance of your website on a routine basis. By routinely tracking conversion percentage statistics related to your website traffic and the specific behavior of your traffic on your site, you can accurately diagnose the specific problems that may be hindering your website’s performance.

Tools that enable you to view this important data in an easy to comprehend visual format are well worth their weight in gold. They can help you determine the necessary website changes required to significantly increase your site’s conversion stats and your overall ROI.

The Importance of Conversion Optimization

A typical online business may only achieve somewhere between a 1 to 3 percent conversion rate in terms of the number of visitors to the site. Every business website owner is interested in enhancing their conversion rate and thus their number of sales, sign-ups, ad clicks, etc. Conversion optimization is the process of maximizing the rate of conversions on a website by incorporating any number of SEO techniques and other web marketing strategies. This involves far more than simply increasing the quantity of traffic to a site. It focuses on translating your visitors into actual customers.

Conversion Optimization Visualization Tools

There are literally dozens of conversion optimization visualization and web analytic tools available to web marketers today. A few of the more popular and highly capable tools are listed as follows:

CrazyEgg

Knowing the actual behavior of visitors on your website can provide great insight into your market and help you make website changes and adjustments that convert your traffic into buyers. CrazyEgg is a tool that allows you to view website user habits on your site. It displays hotspot heatmaps and overlays that reveal where people actually click on your site. Website marketers can use this information (the discovered habits of these visitors) to optimize their sites in order to achieve an increased number of conversions.

WebTrends

As the grandfather of website analytics software, WebTrends is another tool that offers extensive data visualization capabilities based on a deep analysis of your website’s visitor activities. The software provides real-time visual data reporting in the form of geographic drill-downs and other customizable graphs.

Google Analytics

Probably the most popular free website tracking tool, Google Analytics provides a wealth of statistical data that can be translated into graphical form for easy visual consumption. Among the metrics recorded and displayed by Google Analytics include visitor stats, site usage stats, geographical source breakdowns, traffic source breakdowns, top exit pages, top landing pages, entrance keywords, navigation summaries, and much more.

Conversion Optimization Methods of Practice

Conversion optimization can be carried out by using one or more types of split testing methods in order to find the most successful website design elements that lead to maximum conversions. There are two major methods of split testing utilized by web marketers in order to optimize conversions. Two of the most popular tools utilized to perform split testing, both with many of the same capabilities, include Google Website Optimizer and Visual Website Optimizer. These tools can perform both A/B split testing and multivariate split testing of websites. Both of these methods are able to help business owners discover what elements or combination of elements on their sites lead to the most favorable results. With A/B split testing a single element on your site is split into two versions. The version that produces more conversions, having been exposed to an equal number of visitors, is chosen. Multivariate testing is more complex and takes many elements on your site, i.e. headlines, colors, content font size, images, etc., and groups them into various combinations. These combinations are exposed to the same volume of traffic and the combination that results in the highest conversion rate wins.

Conversion Optimization Visualization is an essential marketing tool that helps website owners visually comprehend the response of the marketplace to their website and make the necessary adjustments in order to promote increased rates of conversion. A consistent use of the tools available to visually evaluate website traffic stats and the specific behavior of website visitors can provide web marketers with a distinct marketplace advantage in an always competitive online arena.

Nov 072011 0 Responses

Video Content – Its SEO & Marketing Effects

Online businesses and Internet marketers are constantly looking for ways to improve their traffic results. Relevant, high quality and valuable content has always been one of the main foundations that business website owners depend upon to enhance their SEO and marketing positions. Traditionally this has been restricted to the informational text on a web page or articles, press releases and other written content optimized to draw traffic. With the advent and exponential growth of video content on sites such as YouTube, Vimeo, Hulu, DailyMotion, Metacafe and dozens more, publishing online videos has become one of the most prominent SEO marketing methods utilized to raise a website’s search engine results and draw the appeal of consumers.

Optimizing Video Content

Sites such as YouTube, Vimeo and many others allow you to publish videos on their sites. These videos in essence are treated like other content on the web. They need to be optimized for search engines in order to get noticed. This involves giving them proper titles, meta tags and synopsis to give search engines the most accurate idea of how to categorize them. However, with the advent of universal search results now employed by Google and other search engines, video content has been favored in many SERP’s, making it a faster way to achieve top rankings for specific keyword phrases. Part of a good SEO strategy is to take advantage of the search engine ranking boost that properly optimized videos provide, while at the same time continuing to build existing SEO efforts.

Viral Marketing Possibilities

Because videos provide an easier form of content to digest than by manually reading a page on the screen, the possibilities of a creatively produced video with a catchy and powerful message going viral definitely exists. Videos have the potential to spread across social media networks rapidly, effectively multiplying the number of backlinks to your website and giving it a significant SEO boost in the process. In addition, a site such as YouTube allows you to have your own channel in which you can build a list of subscribers. This provides another way in which links to your videos have the potential to proliferate through the web by way of viral marketing activity.

Website Video Content & Customer Impressions

Consistent evidence from consumer responses on the Internet suggests that viewers of product and service promotional videos are more inclined to do one or more of the following:

  1. Browse the business website for more information
  2. Make a phone call to the business
  3. Purchase products or services from the business

Product and service videos give an added authority to the marketing message of online businesses. Video content can be used to inform and educate customers in a dynamic way unlike static content can provide. As a result, consumers’ opinions of a particular business and its products/services tend to elevate when they view an attention-grabbing informative video.

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