Thursday, February 14, 2013

Where is Everyone Going? Changing your Website to Reduce your Bounce Rate

As the quest for instant gratification in search increases, the time it takes for a visitor to make a decision to stay with or leave a site has been reduced to just a few seconds. If the perusal of your landing page doesn’t immediately convey some sort of relevance to the search term which is delivering your visitors, they will bounce off your site, costing you the opportunity to turn them into a buying customer. If your site analytics are showing a high percentage of bounces within seconds, it’s time to make some changes. Here are a few to consider:

* Make sure your landing page immediately shows its relevance to the search term that’s driving visitors to your site. If people are arriving using a search term like “best plasma tv” be sure that the first thing they see on arrival is content related to plasma TV’s.

* Build your landing page so that it has relevance to the search term from top to bottom. This will serve to keep them on the site and increase the likelihood of conversion.  .

* Write your content for your visitors, not the search engines. Providing content that adds value for your visitors will keep them around as well. You do need to optimize page content for the search engines but be sure to balance your content so that your readers get value and the search engines see relevance..

* Start optimizing longer search terms. Using more specific search terms will deliver traffic that is looking for you information and your products.

* Keep your content fresh. Having new content makes your site feel dynamic and will encourage visitors not only to stay around but to return as well.

* Simplify your navigation.  Make navigation clear and simple so that your visitors can get around your site easily. 

Making these changes on your site can make the difference between keeping visitors on your site to purchase your offerings and having them bounce over to your competitors’ sites. The Gervais Group specializes in delivering a great visitor experience for those arriving at your site which can lead to higher conversion rates. For more information, visit or call (866) 530 7703.

Saturday, February 9, 2013

What to Expect from your Search Engine Optimization Campaign Beyond Rankings and Traffic

Successful search engine optimization campaigns deliver similar benefits regardless of the type of business behind the campaign. While much of the focus put on a campaign is directed at visitor numbers and rankings on the search engine results pages (SERPs), you should expect much more than just high listings and increased traffic to your site. Remember, it’s not the traffic that will make money for your site, it’s the conversions. Successful SEO objectives should be built toward converting traffic and include the “laying the pavement” aspects of getting conversions.

The benefits of the “laying the pavement” process includes 

* Building trust and credibility – Credibility and trust get built through the creation of high quality content both on and off the site. Articles which are seen as adding value and/or solving problems for a target audience are great for building both of these attributes. High rankings on the SERPs also add to the trust and credibility factor.

* Branding – The building of trust and credibility in turn fosters branding efforts. Considering the cost of branding efforts when traditional media ruled the day, the amount of money it now takes to build brand online looks like a steal.

* A better onsite experience for your visitors – Successful onsite SEO caters to the visitor experience by informing them immediately of the relevance of the landing page to their search terms. This experience is a key factor in keeping them on your site. Fast loading, quality content and intuitive navigation are other aspects of a positive visitor experience which enhances trust, credibility, and branding efforts even further.

* An increased rate of conversions – The combination of user trust, site credibility, branding and straightforward navigation will work together to deliver conversions at an increasingly higher rate.
Consistent search engine optimization and analysis of on and off-site metrics should be implemented to continually improve the functionality of the site. This, in turn, will help to improve your conversion ratio on an ongoing basis.

You should expect much more than just traffic and rankings from your search engine optimization company.  For more information on maximizing your SEO efforts, visit: or call (866) 530 7703.

Monday, February 4, 2013

The New World of SEO and Social Media

Social media is here to stay and will continue to evolve in terms of the interaction between consumers and companies. In fact, Google has already disclosed that it looks at social media sites like Twitter and Facebook to help determine ranking positions. Matt Cutts went on to say in the video released at the end of 2010 that not only was Google incorporating social networking sites into their ranking algorithm, but that “Google was also figuring out how to take into account the credibility and authority of the author behind a Tweet or Facebook post.”

What this means for businesses and their SEO efforts is that they will need to ramp up their activity on social media sites to keep up with the changes Google is making in this respect. Further proof from Google lies in their move of social search results from the bottom of the search engine results pages (SERPs) page to the main body of organic search results, yet another signal that having an active social media campaign as a part of SEO efforts is more important than ever.

To this end, businesses need to be consistently producing quality content that social media users are going to want to share and republish. The more effective a company is at reaching out across its social networking assets, the greater the amount of exposure, links, authority status, and ultimately higher rankings on the SERPs.

This is not to say that social media should be the sole focus of a company’s SEO efforts, it’s that social media is taking up a bigger part of search algorithms and cannot be ignored. SEO campaigns still need to operate in diversified channels so that all marketing eggs aren’t placed in one basket. While it’s true that social media will play an increasingly larger role, the traditional aspects of SEO are still getting calculated within the search engines’ algorithms. As before, a diversified approach is still the best way to go in terms of full spectrum SEO.

The rise of social media sites doesn’t change the necessity of building meaningful relationships with consumers. It does make it more personal however. For more information on incorporating social media into your SEO efforts, visit: or call (866) 530 7703.