Good Rankings but Poor Conversions

My website is ranking well but where are the customers?” Good rankings don’t really help much when you get no clicks or calls. As complicated as it sounds, there can be many reasons why a website that ranks well doesn’t do so well in converting.

If only top rankings meant guaranteed business! If this is the case for your website, you’re in a better place than not ranking at all. Here are some things to consider if your website isn’t bringing you any business:

Delve into Analytics: Take a look at your top landing pages and check out the bounce rates. A high bounce rate may indicate that: 1) your content is poorly written and not helpful 2) your content may be good but not specific to the user’s search intention.

Take this opportunity to look over your content and ask yourself if you’re delivering what you’re promising. In Analytics, you can also look at what keywords and phrases people are using to arrive to the page and see if the content matches up to what they’re looking for. This means adjusting on page content as well as meta descriptions and title tags, which also greatly affect click-through rates.

Technical Issues: It’s a good idea to check that your contact forms work once in awhile. Depending on your web host and email service provider, contact forms could not be working or be unintentionally marked as spam.

There are also malicious viruses that could inject themselves into Javascript contact forms and prevent users from access.

Make sure to double check that your contact information is correct on your website, including: email address, local, toll-free, fax and any other alternate numbers.

Re-evaluate Keywords and Volume: Consumer behavior and search trends fluctuate on a seasonal basis. If your website is ranking well for related keywords but you’re not seeing the results, it’s time to consider the search volume that those terms get on a monthly basis. This is why search volume and competitor volume matters. This is also why you can’t trust a marketing company that guarantees top rankings! (They could easily get you to rank for terms that no one is searching…)

Provide Good Customer Service and Communication: Potential customers could get turned off by a number of things after making initial contact with your company. It could be a typo in an email, an inappropriate Facebook post, an employee’s tone or whether they can reach a live person at all. For businesses using an automated service, make sure to let customers know when they can expect a reply, whether if it’s within the hour, 3 business days, etc.

For businesses that are using a third-party service with a live chat operator, make sure to check once in awhile to see how the operators are chatting and responding to potential customers. This applies to live phone calls or written communications.

You’re Halfway There
Remember, top rankings are something that all business owners look forward to. If your site is at the top but you’re not quite getting the results you’re looking for, don’t give up. This is the time to crack down on the last adjustments you can make in order to have your site live up to its fullest potential!

Rankings and numbers tell a story, but you may not get the whole picture. Contact us for an SEO website analysis today.

social media buzz by peta

Just came across PETA (People for the ethical treatment of animals) website last night through facebook. One of my facebook friends had an award PETA had won for a blog posted on her profile. So I checked out the blog and the various PETA web properties, one of which was their YouTube channel. They have over 3,000 subscribers on YouTube and over 200 videos. Some of these videos are commercials that have been banned from TV. They also have a sexy celebrity channel. I’m sure they get a ton of traffic from these sexy videos so of course I had to check some of them out. ;) I was doing some market research! They didn’t have the same volume of traffic as the blender YouTube channel we blogged about last week but some of their top videos were brining in over 100k views in a 90 day period. You can check this one out with Jenna Jameson below. Sex sells so PETA is using this to their advantage in promoting their message! Brillant job PETA!

Back to business here. I almost fell down the YouTube hole where one video leads to another and all of a sudden you’ve watched 20 short 2 minute videos. ;) I was very impressed with PETA’s use of social media buzz on their site. They do a good job of highlighting their different social media properties through links to Facebook, Myspace, and YouTube. They also have PETA TV where they promote these videos directly on their site. Another site the promote is peta2.com where you can find tools for helping animals, class projects, online activism and much more. Another site they highlight is the petakids.com website where they have games and contests for kids. All of this is creating social media buzz for their mission.  They seem to have content for all ages and demographics from sexy ads to games for kids.

Take some time to go through a few of the PETA web properties to get some ideas on how to market your business through social media buzz. I’d love to find out how emarketed can start promoting some sexy models on YouTube to drive traffic for our business. But in the end it comes down to conversions and would this traffic really be ideal for emarketed? It would be fun and exciting to do but would be very expensive and not generate the type of traffic that would lead to conversions.

PETA gets an A+ in our book for creating social media buzz!