Getting great positioning with the online search engine is one channel for increasing your online business– but it’s not an end in itself. Your supreme goal isn’t really greater traffic, but higher sales, and thereby, earnings. Will Reynolds sheds some light on typical misunderstandings regarding search engine optimization:
Misconception Number One: I have to send my website to the engines to get ranked.
Fact: The search engines have actually advanced to the point that they’ll discover you by themselves. You’re wasting money by paying a service to send your name to the engines.
Misconception Number Two: I have to enhance for ALL the engines.
Fact: There are just 3 search engines that matter: Google, Yahoo!, and MSN– in that order. Google is by far the most crucial in regards to driving traffic. Almost each online search engine feeds off one of these three, so if you succeed in any of them, you’ll show up in the other engines too.
Myth Number Three: If I use pay-per-click advertisements, I don’t need to stress over natural rankings.
Truth: Up to seventy-five percent of users don’t even think about clicking paid advertisements, so if you rely solely on pay-per-click for your company, you’re losing out on a substantial section of the marketplace.
Myth Number Four: My objective needs to be to rank well for all associated keywords.
Fact: Certain words and expressions produce much better results than others. You have to look at your keyword ROI and conversion rates, not just your rankings. States Reynolds, “I’ve seen websites rank extremely for terms that lead to no conversions. That ranking might be getting you some exposure, however, it’s not getting you sales.” Analyze your keyword projects so you can see exactly what your expenses are doing for your bottom line.
Misconception Number Five: My web design doesn’t affect my positioning.
Truth: Your web architecture has a tremendous effect on the online search engine’s ability to read your site’s content and, for that reason, on your rankings. For example, Google assigns one of the most important to your homepage. If you have a flash intro, the search engines can’t read it– they see a blank page. The rest of your website’s material may not even get indexed if there’s no Skip Intro button that permits the search engines to get past that. Generating an expert to work with your web designer may help you avoid navigation and structural mistakes that make your website hard for the engines to read.
Misconception Number Six: Increasing my traffic will automatically increase my conversions.
Truth: Your web site must be user-friendly as well as search engine friendly. Advises Reynolds, “Don’t butcher your site for the engines, in terms of the terminology or text size. It won’t check out well or connect with your clients. If you don’t look credible, people aren’t going to feel comfy buying on your website or providing you their information online.” You might increase in rankings, but it will cost you in conversions.
Increasing your web site’s visitors through SEO is necessary for your E-Biz– and it’s similarly crucial to make sure your website’s structure, style, and navigation are conducive to converting those visitors when they land.