After the Click: Why Web Content is Important to SEM

     
     

Published: September 11, 2017

So much of search engine marketing is focused on getting the click. Finding the right keywords, eliminating the wrong ones, optimizing the ad copy or images to draw attention. All of these are critical to getting clicks, but what happens next?

Your customers need to see great content on your website that is relevant to the ad and to their search. Here’s what you need to know about getting the best results after the click.

Relevancy is Critical
Make sure your landing pages--or the first page a visitor reaches after clicking an ad--is completely relevant to the ad that was clicked. If it’s unrelated or even not related enough, your visitor will be unhappy and leave for another website. If your landing pages have a high bounce rate, you may want to make sure they are directly aligned to the advertising.

A Well-Organized Website
In the best case, you want to lay a path for your visitors so they do not need to wander around your website to complete their task. However, it’s impossible to anticipate every possibility. A well-organized website will ensure that your visitors can quickly and easily get to the information they are looking for.

Ready for Mobile Visitors
2017 marks the year that the number of mobile device users surpassed the number of desktop or laptop computer users.  That means your website must be easy to view and use no matter what type of device your customers are using. A responsive design, or one that automatically changes the presentation based on the device, is the easiest way to ensure a good experience for all types of web visitors. 

Streamlined Processes
In every case, you want visitors from your ads to take some sort of action. Whether that is a lead-generating activity like filling out a form to download a white paper, or a direct purchase, you want the process to be impossibly easy for visitors.

Each of these processes should be streamlined, and instructions should be clear and easily found. Remove all steps, form fields, and other requirements that are not 100% necessary for the process. 

For example, if you want to collect lead information from a form, there’s no need to get a Mr./Mrs./Ms. designation from the lead. In many cases, just a name and email address are more than enough. The only time you should be collecting detailed information is to process a payment.

Extra steps are annoying, and each unnecessary step is another opportunity for your visitors to become frustrated and bail out of the process. 

Stay Centered on Your Audience
If you’ve read a few of our blog posts, this is probably starting to sound like a broken record. However, it cannot be overstated that focusing on the needs of your audience at every turn is the best way to boost your conversion rates. When you make it easy for visitors to find what they need and complete the tasks they set out to complete, they will reward you with more leads and more completed sales.


Categories: Search Engine Marketing
Tags: Search Engine Marketing, SEM


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