"Be
relevant"
If a search engine user is looking for a four-star weekend break in Toulouse, give him a four-star weekend break in Toulouse. If you sell them, of course.
Web shoppers are warm shoppers*. When they log online, they usually know what they're looking for. It might be a holiday, it might be insurance. Whatever the case, they've already made a decision to buy. And they've probably come to a search engine to find somewhere to buy it.
When it comes to purchases on the web, seven in ten are made as a result of search engine referrals. Food for thought, don't you think?
"Provide rather than sell"
But the mark of success is not just the clicks to your site. It's turning these people into buyers of your product, service or information? It's turning them into a return on investment (ROI) when it comes to your search website marketing budget.
So, how do you do this? Well, the most effective way is to provide rather than sell.
As a business, it's natural to want to give the public the 'hard sell'. But, with the power firmly in the hands of the customer, the best way to achieve a high ROI online is to provide for the demand out there. Having already decided what they want, web users are not going to buy if they get to your site and you can't offer it. They can - and will - go elsewhere. So why spend valuable budget on getting web users to your site if they're not going to be able to turn them into a return on investment?
"Fulfil the brief given"
Don't worry, though, you're not at the total mercy of the web public. If you can provide for the web user, being listed in search engines and then making it easy for them to buy what they want is the surest way to increase your sales. This might sound obvious, but many sites spend money on getting people to their site, only to lose custom by making it difficult for visitors to find what they want.
At the end of the day, the keywords that web users type into search engines provide a useful brief to potential site owners. You should use this to your advantage. If search engine users ask for a Sony Ericsson T68i picture phone and you sell them, take them to the page with the Sony Ericsson T68i information on it - with a chance to buy, of course.
At the end of the day, the further they have to look for what they want, the longer their pockets will be.
* At SiteVisibility, we use the word 'shopper' in the loosest of terms. It can refer to someone buying products, services, or buying into the information your site provides.
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