Professional Website Marketing Strategies to Increase your Profits from Eyya Web Design

Search Engine Marketing to Improve Your Conversion Rate - Is Content Really King?
by Alan Gayle

Content Is King
If you know anything about online marketing, you've probably heard that "Content is King". It's a common phrase in online marketing circles, but if you haven't heard it before, just 'Google' it to see I mean. It's the same with 'sticky content' or having a 'sticky website'. These are phrases used by online marketing specialists to describe ways to use your website to gain more business.

But is content really king and what does it all mean to you?

SEO vs SEM
We all know about Google and many of us use Search Engine Optimisation (SEO) to get as many visitors as possible onto our website. But what happens once they get there? To make SEO worthwhile, we need to look at Search Engine Marketing (SEM) not just SEO. SEM concentrates on driving traffic to your website through SEO but also converting those visitors into enquiries and ultimately new business.

It's about improving your Conversion Rate
How many of your visitors make enquiries or place orders when they arrive on your website? "No idea" is the answer I get from most people. Chasing more and more visitors through SEO without focusing on your conversation rate is like running a bath without putting the plug in. The water stays in the bath for a few seconds then just runs down the plughole. Is that what's happening to your potential customers? Do they take action once they're on your site? Or do they stay for a minute or two then just drift off?

Is Content really King?
If, like me, you're in business to make a profit rather than just getting a kick out of high visitor numbers, then YES, content definitely is king. And the more interesting and useful your content, the more successful your website will be.

Almost without exception the biggest most successful websites run by the biggest most successful companies have content that is written by online marketing professionals to maximise their conversion rate. How does your content compare to the market leaders? Is your content letting you down?

How can we help you?
If you're content is 'sticky', focuses on your company's benefits and compels your visitors to contact you or order from you; well done. You're doing better than 99% of your competitors. If there's room for improvement, then we can help to improve your conversion rate which will translate into more sales and more profits.

Alan Gayle is a freelance sales and marketing consultant with over 25 years experience working with both multi-million pound companies and SMEs (small and medium sized enterprises).

Glossary of SEM terms:
SEM: Search Engine Marketing. Using Search Engine Optimisation (SEO) to increase traffic on your site and designing your website content to maximise your conversion rate.
Content: The copy (text), design, layout, and visuals (photography, video) on your website.
Sticky content / stick website: A website where the content has been created to be interesting and useful and keeps your visitors on your site long enough to take action. Also, content that keeps visitors returning to your site again and again.
Conversion Rate: The percentage of visitors that take action once they're on your website, i.e. if you have 200 visitors and 20 take action, your conversion rate is 10%. If you have 200 visitors and 2 people take action, your conversion rate is 2%.
Action: When your visitor makes and enquiry, downloads some information, requests a quotation or sample, or places an order after visiting your website.