Many Web site owners become so focused on getting rankings for keywords that they begin to lose sight of their most important asset- their target audience. Site owners need to realize that pleasing current customers and maximizing return visitors provides more opportunity for their site. Creating a pleasing site experience will not only increase repeat business, but it will also increase conversion of new visitors. A site that is well laid out, easy to navigate, and that has useful content will increase return customers, increase conversions, AND will help increase rankings in the search engines. It is a wonderful cycle of increased business!

I am surprised to see so many people asking for optimization when their existing site is not ready to handle a large increase in traffic; putting the cart before the horse. Don’t let this happen to you. Make your Web site optimization-ready. Make sure you are already getting decent conversion rates, visitors are spending a decent amount of time on your site (and not leaving after 4 seconds), and that your site is not taking 7 seconds to load, etc.

So you are asking, “How do you do this?”

One word for you… analytics. You should have a program like Google Analytics installed in your site so you can track visitors and see what they like or dislike. Once you understand what pages need work (or even the entire site), get a good development company to or Webmaster to help implement those changes; then monitor the results of that, and make tweaks.

It is critical to have your Search Engine Optimization company consult with you during the development. They can offer their expertise and make sure that the changes are search engine-friendly. Having a bunch of development done, and THEN going to an SEO company and to have them tell you that you need major development changes is enough to throw anyone into fits. There is plenty to do on the development side to increase search engine visibility.

The basic idea is if you work at appeasing “Your” people, or target audience, then you will also end up appeasing search engines and helping your SEO campaign to be more effective as well! At eVisibility we are dedicated to helping our clients increase their conversion, not just their search engine rankings. Please contact us at 877-728-4822 to talk to a consultant about beginning a campaign. Or if you are a current client contact your client manager to discuss ways to increase the effectiveness of your site.