Are you thinking of marketing your website in the search engines? Perhaps youíve already started. These are the top ten ways people tend to mess up the marketing of their site in the search engines and 10 things you need to be sure to avoid if you want better search engine ranking and a good conversion rate.
10. No landing pages
A landing page is a page setup specifically addressing the keywords/topic being targeted. If you have a business site, this may be a page devoted to a specific product. If you have an information site, this may be a page with information about a specific topic. Whether you are using pay-per-click ads or search engine optimization (SEO), the keywords being targeted by either the ads or SEO need to be dealt with directly on the page the people will ďlandĒ or arrive on. Too many sites direct people to their homepage, but homepages are by default general. When people are searching for something, they want to find pages dealing directly what they are looking for. They just used the search engines to find your site and they donít want to have to now search through your site as well to find it. We all love our homepages, but as nice as they are, they are usually bad landing pages.
There are a lot of ďcreativeĒ ideas out there for instant success in the search engines. Most of these ideas try to trick the search engines into giving you better search engine ranking. The problem is, search engines donít like being tricked, and, for the most part, the major search engines have some pretty smart people working for them. They refer to these tricks as ďblack hatĒ search engine optimization and they arenít afraid to punish or even ban websites that use these techniques. You may get away with it for a while and may even see great results, but the major search engines do have ways of detecting these black hat methods and, in the end, usually find the black hat websites. So, stick to the legit SEO practices. Optimize pages, add great content, and build links to get better search engine ranking. It may take longer, but are you willing to risk your site being banned? If youíre unsure what is blackhat and what is legit, you may want to look for a professional organic search engine optimization service.
8. No title tag or the same title tag on every page
The Title tag is one of most important search engine optimization elements and one of the simplest to implement. We canít tell you how many sites weíve seen that either have one generic Title tag for their entire site or donít have a Title tag at all. It takes just a few minutes to come up with and setup a decent Title tag for a page, but that little bit of work can have a huge impact on your search engine rankings and thus the traffic to your website. Also, remember each page you have is an opportunity to target more keywords. They also probably deal with unique subjects. So, donít create just one Title tag for your site and leave it at that. Every page can have and should have its own Title tag unique to the content of the page and keywords that page is targeting.
7. No Link Building
Links are one of the key ways search engines determine how valuable your site is. Your site is like a political campaign. Every link is like a vote. Do presidential candidates sit back in their living rooms just waiting for Election Day? No, they go out and present their platform, give speeches, hold press conferences, put up signs, shake hands, and kiss babies. They do this because they know if they donít, no one will vote for them. So, what are you doing to get people to ďvoteĒ for your website? Yeah, it takes some work, but if you want your site to compete for better search engine ranking of the top keywords, you need a lot of votes and in the end, itís worth it. So, get out there, create great content, write articles, send out press releases, register in directories, email other webmasters, and kiss babies (We couldnít think of an online equivalent for that one).
6. Only optimizing the homepage
When you see an ad in the Sunday paper, do those ads just have the name of the store and a general description of what the store offers? ďBest Buy Ė Electronics and ComputersĒ. Or do they also show you a multitude of products and services. People donít search for stores, companies, or information sites as much as they search for products, services, and topics. If you want info about how to rebuild the engine of your car, youíre not going to search for ďgeneral automotive repairĒ, youíll search for ďhow to rebuild the engine of a Ď2006 CorollaĒ (or whatever car you drive). Your site probably has lots of pages. Each of those pages is an opportunity to target keywords. Each of those pages probably also has its own unique topic. Thatís something someone is probably searching for. However, if you donít optimize that page, you won't get better search engine ranking for that page's keyword and the people searching for that topic wonít find your page or your website. Search engine optimization is for your whole website. So, Optimize your whole site. If youíve optimized your homepage, thatís great. But if you have 100 pages on your site and the homepage is the only page youíve optimized, youíve missed 99% of the opportunities to get more visitors.
5. Targeting impossible keywords
Alright, you realize you need organic search engine optimization for your site, but what keywords do you optimize for? Too many people with new or weak sites (not many links to them or much traffic) just go for what they think are the most popular keywords. The problem is there are thousands of other sites going for the same keywords. Itís kind of like a high school kid deciding to take on an NBA star in one-on-one basketball. The kid doesnít stand a chance. Instead he should start by playing other high school kids. As he gets better and better he can compete against more skilled players. Eventually, he may be able to compete in the NBA, but it may take years to get to that point. Itís the same with websites and organic search engine optimization. Thatís why keyword research is sooo important. Start with keywords your site can compete for and get better search engine ranking. As time goes on and your site becomes more competitive (because you getting links) you can compete for more competitive keywords. If you have a new or week site and you optimize for extremely competitive keywords, youíre just wasting your time and it wonít bring in any additional traffic.
4. Poor content/Poor design
No one wants to visit a site with poor content. Whether itís because the information is boring and unoriginal, thereís a poor product selection, or thereís just nothing of value on the site, visitors arenít going to stay long, they wonít return, and they certainly wonít link to your site. It won't matter if you achieve better search engine rankings and get more traffic. People won't stay on your site. Good content is the cornerstone of every decent site. Great, original content is the cornerstone of the superstar websites. Having good content on your site will not only give visitors a good experience and entice them to come back, but people will naturally link to your site because they like it and/or find it a valuable resource.
Getting someone to return to your site is always easier than getting them to visit in the first place. So, give them a reason to return. Good content isnít stagnant. You must keep added/changing content to keep your site relevant, up-to-date, and keep repeat visitors from getting bored.
In addition to interesting, original, regularly updated content, the content should also be visually appealing. Like king in tattered rags, good content can be completely missed if the visitor is turned off by the appearance of the site or their ability to navigate the site easily. Good site design plays an important role of getting the visitor to even bother to look at the content regardless of whether the content is good. So, make sure your site is designed well.
3. Not getting contact info from visitors or allowing visitors to contact you
This is probably one of the most common mistakes websites make. It takes a lot to get someone to your website. You may have spent months working for better search engine ranking or spent a good amount of money on an organic search engine optimization service. If all you do is present your website to them, then you have one shot at getting them to read your information, buy your product, come to your church, etc. However, if you can get their contact information, just a name and email address, you then have a way of staying in contact with the visitor and getting them to return to your site. No longer do you only have one chance with the visitor. Many conversions are not instant decisions, whether it is sales, getting people to come to your church, or whatever you want the visitor to do. People shop around. By getting contact information you can stay in touch with the visitor, send newsletters, and keep them informed. That can be the difference between a visitor and customer or a visitor and a member.
Along with getting the contact information from visitors, you need to give them the ability to contact you. Some people donít want to give out contact info, but they will send you a message, give you a call, or even visit you in person. So, why make that hard on them. The more contact you have with the visitor, the more likely they will convert into a customer or member. So, make sure you have ways to contact you or your organization which are easily found on your website.
2. No call to action
Donít just assume people will know what to do or what you want them to do. Tell them! Not only can a call to action inform the visitor, but it can convince the visitor. If you invite a friend to come to church with you, do you just tell them when the services are or do you say, ďCome with me to church this week.Ē Thatís a call to action. A call to action can take a visitor from thinking about something to acting on it. In sales they say you should always be closing the deal. On a website that is done with calls to action. Donít be afraid to tell visitors what youíd like them to do, and donít be afraid to tell them multiple times.
1. No marketing whatsoever
The most common mistake and the reason most sites fail is they do nothing to market their site. No one knows the site exists and eventually the website owner just abandons the site wondering why their great idea went no where. There are many ways to do it, but you have to tell people about your site and let them know why they should visit. Search engines are a great way to do that because the visitors you get are already looking for what youíre offering. You donít have to convince them they want what youíre offering because they already want it. Thatís why their searching for it. So, all you have to do is show them why you are what they are looking for. So, get out there. Do what you can (legitimately) to get better search engine ranking. Build links, create great content and make your site a success!!
Are you not sure how to optimize your website or just donít have the time? OurChurch.Com would be happy to help. Please click the following link and purchase our organic search engine optimization service.
Complete the form below for your FREE consultation!