Using SEO to Grow Profits --Morgan
Another important thing to review is your Website analytics. This will give you the ability to see how potential buyers are finding your Website and what they do once they get there. Tracking their behavior patterns will generate higher conversion rates (i.e., a visitor is converted into a customer), if you use this data to refine your marketing efforts. A good starting place is Google Analytics at www.google.com/analytics.
Be as clear as a bell. While you are trying to make your site as accessible as possible, don’t forget to make your contact information readily accessible. There is nothing more frustrating than searching a Website for a way to phone or e-mail a company—or worse yet, be directed to a generic “info@” address. People want to know how they can get their questions answered quickly, such as how many years you have been in operation, what equipment you support and whether or not you are chain-of-custody certified.
In addition, the location of a print supplier is very important to a buyer, so ensure that your plant information is readily available. Print buyers will give up and move on to a competitor’s Website if you make it too hard for them to find the information they seek.
See the forest for the trees. Remember to take a holistic approach to search optimization. Every time a new page of content is coded, the title should be given great consideration. Christine Churchill, an expert in the SEO industry, advises: “If you have time to do only one SEO action on your site, take the time to create good titles.” Titles should be indicative of the content of the Web page, and the language should tempt searchers to click through to your site.
Choose wisely. When creating a title or meta tag for your site, keep in mind that generic terms such as “printer” won’t get you highly ranked in search engine results. “Printer” would be an ineffective word because it could mean anything from a laser ink-jet printer for the office to a professional print supplier. Use too many generic terms, and your site may not get ranked at all.