Monday, February 23, 2015
What impact does SEO have on your conversion issues
During the writing of my book on #FUFISM the question of the impact of SEO on conversion and marketing funnels and how your two separate SEO teams need to collaborate and co-ordinate their efforts in a manner that best impacts on your SERP's (Search Engine Results Pages) came up in a few different areas, so needs to be addressed.
I would like to share this preliminary quote from the book with you and solicit some conversation around these issues so that I may have a deeper understanding of how technical I need to make this small section, which will be about three, perhaps four pages in the book.
One of the biggest issues within the SEO INDUSTRY is for the copy writer and associated visual content creators to understand which portion of the sales funnel or conversion funnel that they are working on, when they work on the content of any specific page.
Each visual content creator as well as the copy write, r and every member of your IPSEO (In Page Search Engine Optimisation) TEAM, as well as all others who work on your In Page Search Engine Optimisation issues, need to receive their own individual marketing brief.
You also need to ensure that these individual efforts and related issues, are properly documented, showing purpose, aims and objectives, so that those who will be doing your OPSEO or Off Page Search Engine Optimisation can properly understand the specific target market and primary CTA or call to action which the public relations team and associated marketing management have laid out, and documented in their marketing action plan., which they expect the OPSEO (Off Page Search Engine Optimisation), implementation team to follow through with.
If these contributors to either your IPSEO (In Page Search Engine Optimisation) or OPSEO (Off Page Search Engine Optimisation) for your online content get things wrong you can end up in real trouble real soon as far as your SERP’s (Search Engine Results Pages) are concerned. The issue is that these have very significant impacts on your bounce rate when a page is opened from the SERP’s or Search Engine Results Page, then closed or not viewed.
Viewers (your target audience) will quickly close the page in question or go back to the SERP’s, if what they see is not what they are looking for. This action by your intended target audience will result in the search engine giving the page in question a poor bounce rate and associated trust factor signals. This will soon start to have an impact on the SERP’s for this particular page, and it will slowly drop out of the SERP’s as soon as the so called QPFS or Query page freshenes score, starts to wane with age. Remember that a fresh page always has a big boost in the SERP’s due to this QPFS which is a significant SEOVI (Search Engine Optimisation Value Indicator) that looses value over time on a logarithmic scale. Many SEO practitioners do not take this into account and very few ever tell this to their client base.
This slow drop in the SERP’s is not serious at first, but as the associated trust factors start to filter through into your page’s semantic foot print over a week or so, this suddenly starts to impact on a wide variety of other issues, such as page rank, site rank as well as many different author and publisher related SEOVI (Search Engine Optimisation Value Indicators) that are connected to trust factor issues, which makes this a very serious site wide issue.
If your web site has other such pages where the bounce rate is unduly high, these issues become ever more important to understand and fix. We will not discuss actual conversion processes or sales funnel techniques here, but this section is just to advise you that these things need to be taken into consideration, and as your specific target market for your SEO varies according the the product, service, information, or specific online content that you want your intended target market to be exposed to, and what the primary call to action statement within that comment is, needs to be evaluated very closely when doing SEO for any specific online content..
It thus follows that knowing about specific issues associated with conversion rates and sales funnels need to be understood by your marketing team, and also documented in the over all marketing action plan. This is essential so that one has the tools and the necessary documentation to fix any errors that may creep in and have a negative impact on your total SEO STRATEGY.
Your Social Media marketing team who are the primary OPSEO (Off Page Search Engine Optimisation) drivers need to use the documentation associated with target research and associated point within your marketing / sales funnel to do their job right, as this will give them a deeper understanding of the copy and associated links that they will insert into their social media posts. Here the sequence of events leading up to that specific point in the conversion process must be clearly understood, so as to ensure the highest possible conversion rate for that page in terms of clicks on page so as to have excellent bounce rates.
It must also be noted that pages with higher conversion rates tend to climb higher in the SERP's as the trust factor signals associated with the page in question grow to a favorable bounce rate.
Leaving your comment here or in a social media post using the hash-tag #FUFISM will be truly appreciated. I use the the mention social media marketing tool to keep track of these issues, and should respond within 24 to 48 hours