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Making sites vs. making pages: different strategies to obtain conversions from Search Engine traffic.

When we create internal pages in a website we do not usually expect that visitors will be convinced to buy the product just by reading them. They are, after all, units in a large set of pages called a site. The whole site is in charge of delivering the message and convincing visitors. However, the search engines rank pages for its individual content as defined by a few keywords. This content is sometimes unrelated to the other pages in the site. As a result, a visitor can arrive to a page, not be sold after spending the usual 2 seconds there, and move on to another search result. In few cases Google provides two pages of a site, instead of one, giving an additional chance for the webmaster to deliver its content. However, even with two pages, the sales message is not complete. Google often provides the keyword-specific page plus the home page, or maybe to non-home pages. I took notice of this problem analyzing my sites with Google Analytics, an ever-growing assembly of nice utilities that help webmasters figure out what goes on with their sites and visitors. I saw that one internal page of a site was bringing lots of unproductive traffic. Seeing it as an isolated unit the content was not enough for a sale. So, I fixed the problem adding some introductory text to the page that put the rest in perspective, and helped desoriented visitors to find the way to the informative and decisive pages of the site. A few pages manage to get to the top of the search engines, but they design is poor and the content insufficient. Thus, once they reach the top and start bringing traffic, as detected by Analytics, I edit them to improve design and relate the contents to the rest of the site. This two-step design strategy usually pays off in a couple of weeks. Ask me for examples and more data.

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