This years Brighton SEO was a great mix of topics for those working within the web industry. Ultimately though they all shared the same goal, ensuring that you made the most of your brand and effectively conveyed the brand message to your users using a variety of methods ranging from content and design to UX and marketing strategies.
Here are my key points that I took away from the talks I attended.
By using your website in the right way you can get your name out there but also assist in building the right relationship with your users and improve your conversion rate. This can be achieved by following three principles: earning the right traffic, learning and testing and best practices.
Ways you can earn the right traffic involve considering your wider audience, who are you trying to attract and what is your demographic base? Do not just restrict this to potential new clients but also consider your current client base, they after all help spread your name and hopefully in a positive way. You can gather this kind of information by collecting on site data, keyword research, social listening as well as using customer surveys.
“It is estimated 81% consumers carry out research online before making a purchase decision.”
You should also focus on that first conversion and consider how you can win that first click. What is your goal? How do you stand out from all the other listings on the page? You should also focus on making it as easy as possible for the search engines to do their job, so ensure you take care of your on page optimisation, local search markup, AB testing and the aims and objectives you are making to chart the process through to conversion.
Reputation goes a long way with helping bring brand awareness to your clients. Maintain a social presence and always stay in touch with your customers with updates and up to date product reviews.
“Conversion rates can improve by up to 35% just by including star reviews to their products.”
You can also complete the following to help with that first conversion
- List your benefits over your competitors, be consistent and ensure your website loads quickly. Having all the information to hand means nothing if it takes too long for your page to load.
- Simplify forms as much as possible and make it as easy for people to get in touch with you.
- Consider using subtle urgency within your listings to help initiate a reaction. A customer is more likely to continue their order if they are provided with a positive outcome to make a purchase immediately. For example, ‘Order now for next day delivery’ to show that the user will benefit from making a quick purchase.
- Learn from your audience – heat maps are a great help in highlighting any improvements you can make to a design or layout of a page – Iterative Design
Look for quick wins that help produce faster results in as little time as possible. You could spend hours updating elements within a listing, however sometimes several small changes can help produce a far greater response. Consider checking the Search Analytics Reports, Crawl Errors, Internal Errors or Data Highlighting for ways you could make quick changes.
- Don’t forget about your old blog posts either, if they are still getting large amounts of traffic you want to ensure you update the page with any new or relevant products and information, especially if it is talking about a discontinued model.
- Manually update page urls instead of relying on basic page redirects.
- Don’t use large footer links, these rarely create a functional navigation that users will use, instead focus on content that will help initiate that conversion.
- Disavows are more important than ever since Google can now pick these up within two weeks. Do not forget about keyword disavows.
- Focus on using schema markup wherever you can, if not consider data highlighting.
Future of Paid Search
Loyalty is more important now than it ever has been before. You may be looking at your potential future customers but what about your current user base. Existing clients can provide more return on investment so consider what you can do to help initiate those additional conversions from them for repeat purchases.
Use dedicated landing pages for both new and existing customers, reward your current clients and give them a reason why they should keep spending their time and money with you. This can be done using a variety of platforms from Adwords, Bing, Keyword biding, Dynamic Search Campaigns, Unique discounts and Repeat bookings advertisements.
Don’t forget you can also use social media to help with additional marketing online. Consider messenger ads on Facebook, lead generation forms, Facebook Ads, Lookalike platform data. Your existing users are a great resource to help resell your products and generate positive recommendations for your brand, to ensure you create positive engagement by replying to all queries.
Psychology of Language PPC
Language is your most powerful asset especially when your retail space is as limited as PPC, so be creative and send a powerful message. Know who are you talking to and why you talking to them. It is easy to get caught up in all the data but remember these are people and you need to treat them as such.
People also generally recall the first and last portion of an advert, you should aim to solve the users problem. Consider what it is they are searching for and why is your product/brand the solution?
Emotional triggers can greatly influence a decision especially when targeted directly at the user. Talk directly to them and try to insert some urgency on why they should act now to convert. Attaching Google Reviews will again install a positive reaction as .they can see other feedback from previous customers.
- “70% consumers place peer recommendations over expert recommendations”
- Jump on trending topics with social listening, it can increase conversion by 23%.
- Dare to be different – most people remember the unusual over the norm.
- Make sure your landing pages continue to sell the action.
Performance = User Experience
Whilst your content is an important part of the whole conversion, ensuring you have a fast loading website is integral to the whole user experience.
“47% people expect a website to load within 3 seconds”
Ensure you stand out from your competitors by making sure your website allows fast and easy access to all information that will in turn lead to the macro conversion you are hoping for. Images are a great way to do this but they can also be detrimental if not appropriately compressed.
“62% of all web traffic is still images”
Although these are just a few highlights from the day they show the importance in ensuring that your brand is focused on connecting to your audience, whether that be content driven or functionality based. By combining all these methods you will not only create a positive experience for your user but will also stay one step ahead of your competitors.