Websites Under Your Control Blog

Google is about to roll out one of the biggest group of changes in its history -- and it will affect how millions of websites show up in Google search results.

(If you want to impress people at the next networking meeting, just tell them you are preparing for Google's plans to incorporate semantic search algorithms in the very near future.)

In short, Google will be trying to answer the user's questions in the same way a human might -- understanding that informative pages that address the topic are far more valuable to the searcher than a page full of keywords.

Here is the short version about how to prepare for the new search engine changes:

1. Don’t dwell on keywords. Google’s next algorithms will not concentrate on keywords, but on the meaning of those words. That means you can use synonyms instead of the same old dreary, overused keywords. That will make your website more enjoyable to read. It won’t seem as redundant. People won’t cringe every time they see an overused keyword, and you won't need to try and cover every separate entry in the thesaurus.
2. Set up an FAQ page. Google says their new system will place more importance on finding answers to specific questions. By setting up a FAQ page, your content will naturally address the questions you include, and thus contain exactly what Google is looking for to satisfy users seeking info on related topics.
3. Use your website to inform, not sell. With Google seeking to provide informative responses, pages written to educate your potential customers will score higher than pages written to push products and services.

Get the idea? Put yourself in the mindset that someone just asked you about (insert likely search phrase here), and then write your pages and FAQs the same way you would answer that person.

These changes will benefit those that switch to the new style of thinking quickly. The sooner you get your house in order, the sooner the changes will pay off for you.

If you need help, contact us right away.

Getting website visitors to
actually do something

We talked earlier about how ineffective it is to get someone to come visit, and then make them do detective work to find what they are looking for. 

Any link to your site from any other site on the Internet should point directly to a custom page -- these are called landing pages.

Why is this important?

Your advertising Return on Investment (ROI) will be highest if you deliver exactly what was promised in the topic of the link when someone clicks on those external links.

It's not enough to merely lure people to your home page through pay-per-click ads, e-mail campaigns, social media marketing or ads on TV, radio or print. What are they supposed to do when they get there? Start searching?

No, you want them to take action.

A landing page should result in new customers. It should provoke action from the visitor, such as giving their contact data, having them sign up for a special offer or encouraging them to make a purchase. 

To maximize your landing page's effectiveness, follow these tips.

• Use an obvious call to action. Don't make visitors read several pages of text. Keep it simple. Use large type with clear instructions. Put the directions in a box with lots of white space around it. Use graphics to direct attention to your call to action. Be sure to detail what will happen when they fill out your form.
• Don't mince words. Say what you mean. If you're having a sale on glass widgets, use a headline like "Huge Savings on Glass Widgets!" Use a subhead to further support the headline like "Lowest prices on glass widgets in the USA!" Then briefly explain the sale.
• Don't give the visitor too many options. Don't put links to other sites or other offers, and minimize the links to other pages on your own site. Concentrate on the main offer. After the visitor acts on your offer, then forward them back to your website so they can completely check out your site. Limit any distractions on your page. Dedicate your landing page to your call to action.
• Don't overwhelm the visitor with too many words or images. Keep images small so they load quickly. Don't advertise or self-promote on your landing page--only use text that encourages action on their part. Reduce the distractions as much as possible.
• Be sure your landing page says what the prospects are expecting. Don't bait and switch. If you lured them there with an ad for glass widgets, don't try to get them to buy stainless steel widgets instead.
• Add reviews or recommendations that will make your clients feel secure when they respond to your call to action. If you are associated with any well-known organizations or companies, use their logos to create trust.
• Implement a tie-in with social media like Facebook, Twitter or LinkedIn. These sites can increase the number of visitors exponentially. (Here is how we suggest you do this...)
• Keep your forms short and simple. Don't ask for anything you'd be reluctant to offer to a stranger. If you're making a sale, emphasize that your site is safe and you use encrypted data transfer. Add a feeling of urgency to the offer. Don't forget to offer a guarantee of satisfaction so visitors feel safe spending their money.

The main thing to remember is that people will be more likely to follow through on your offer if your landing page makes it easy for them. The fewer hoops they have to jump through, the more people will jump.

Imagine you pick up the phone, call the listed phone number, and ask to order the "special" being advertised.

From the other end of the line, you hear a salesman rattle on about the history of the company, how great the team is, that they are members of the association of blah blah blah blah blah blah...

You have certainly tuned out by now, and only politeness keeps you from hanging up without another word.

Imagine you are the business owner, and hear your sales people turning away business that way? (And you pay them to do that?!)

Chances are, that's exactly what you are doing with the most promising visitors to your website!

Say what?

Someone who has never heard of you, but is looking for exactly what you offer, hears about you from some source of their own. Maybe it is Facebook, a professional association website, a Google ad, or the website of a related business.

They click on the link... and see all that blah blah blah blah blah blah.

You have just wasted all the effort in getting those links and building those pages.

Instead, try this...

Every link to your website that you control should point directly to a custom page that talks directly to the topic of the link.

• If the link is on the site of one of your suppliers, the page should talk about how you do what you do, with that supplier's products.
• If the link is about you as a supplier of widget adjustments, have it go to a page about your widget adjustment services.
• If it is a link from the Chamber of Commerce, let the page talk about specials you provide for Chamber members.

You get the idea. When someone clicks on a link and goes to your website, their first reaction should be, "This is exactly what I was looking for!"

And it's really easy...

If you are using our Online Business Partner^® service, just log in and find the current page on your site that most closely matches the interests of those prospects who would likely click to get more information, then select "Copy This Web Page". On the copy, revise the title, headlines, and text to focus precisely on the topic. Save this new page, and provide the link to it to those who will be linking back to your site. Repeat as necessary for other topics and link sources. (No need to add this new page to your navigation menu if you don't want. The automatic sitemap updates will inform search engines of your new page.)

Next issue... optimizing these "landing pages" for best results.