Be found in Google and convert your prospects to customers
It’s fair to say web browsers can be a pretty impatient bunch. Hungry for instant content – people want information. Fast. Not only that, but they want relevant and engaging content, or they’ll go elsewhere.
So it needs to be relevant, but how can you reduce the number of people entering your website and leaving immediately (your bounce rate) or very shortly thereafter?
Give visitors the things they’re looking for
It sounds obvious but so often people don’t see precisely what they’re looking for and just bounce right out of a website, which is frustrating after you’ve put in the hard work to get them there in the first place.
You also need to ensure you have high quality content – this is particularly important right on your homepage. Pages should be information rich and contain pages that accurately describe your product or service.
If you want to increase dwell time and reduce bounce rates. Try adding compelling video content
Video is proven to reduce bounce rate from websites, moreover it’s a way of engaging your audience and increasing your likelihood of doing business with them.
I’ve got an engaging site, but will customers actually find my website?
Well written and relevant content is very important in Google’s eyes (other search engines are available!), but in addition to this you also need to consider a range of factors such as the number of links coming into your website (inbound links) from trusted sources. Google interprets a link from page A to page B as an endorsement and vote of confidence from one site to another and adds weighting to this in compiling search results.
Easily accessible sites with clear structures
A website needs a logical structure. Therefore each and every page should be reachable from at least one static text link.
Text browsers are available to examine your site, such as Lynx. If you heavily use Java Script or Flash, which sometimes doesn’t display correctly on all devices, will Google’s robots really be able to crawl it?
Two tips to avoid on your website
Don’t be tempted to stuff keywords into your website. Google and other search engines will wise up to this and perceive this as deceptive which means they may ignore your website.
Don’t use images to display important links, names or content. Google’s crawler does not recognise text contained in graphics – instead use ALT attributes.
By following the basic principles detailed above as well as adding engaging rich media content, such as video, you can be ensure to maximise your likelihood of being found and thereafter converting as many customers as possible.