Rich Harbeson Account Manager

Let’s all stop for a moment and think about the visitors that come to our website.  Are we giving them relevant information based on the keyword phrases we rank for?  Are they having a great user experience and navigating through the site with ease?  Rushing to the top of search engines can sometimes shadow the fact that the website you are sending users to may not have the most relevant information.

As an avid searcher myself, I’m even more aware of matching the results on a search engine with the information presented on the page it’s linked to.  If the information isn’t relevant to the search results, I’m outta there, and the website can add another bounce to their analytics results.

There are some very simple questions you can ask, to make sure you are providing users with relevant information and a great experience; especially on the pages you optimize for a specific keyword phrase.

• i. Does each page provide relevant and valuable information for the topic/keyword phrase
• ii. Is the content easy to read and follow – Eliminate too much Marketing Fluff!
• iii. Is there a clear and relevant call to action
• iv. Where does a user go from here

Beyond asking these few questions regarding your website and landing pages, you can also have a usability study completed on your site that’s affordable and eye opening.  You’ll see how users interact with your site, to get a good understanding of what does and doesn’t work.  Then you can make adjustments to copy, design, calls to action, navigation and more. 

Search Engine Optimization for a keyword phrase and directing visitors to a page with relevant information for the phrase and a clear call to action is more likely to turn them into a satisfied visitor.  And a satisfied visitor is more likely to turn into a lead, a customer, and advocate for your site.