The short version of internet marketing is to generate visibility of the brand, create awareness of available products, and enhance audience engagement. For small business owners, the circumstances imply an extensive digital footprint equivalent to a larger company on a modest budget. Successful businesses are laser-focused when effectively managing how, when, and where they spend their digital dollars. Informative data, analytics, and website advancement offer the necessary insight to advance strategic investments while suggesting a higher return. Many of these flourishing companies are planning to launch stronger marketing strategy to improve conversion rates, strengthen organic search, and mobile search capabilities while acceleration interest that connects to a specific audience.
Generating traffic and leads remains an upstream struggle to produce a downstream phenomenon. Many companies consider the issue of high priority above security and maintenance. HubSpot (2018) reported that “61% of marketers say generating traffic and leads is their top challenge.” The interpretation of reasonable levels of traffic usually indicates the probability of leads. However, that assessment is regularly inconsistent as traffic conceivably increases without producing measurable leads. The outcomes suggest extensive analysis regarding the inefficiency of the website and the absence of commitment that translates into conversion rates. The apparent dilemma indicates the reduction of audience interaction, deficiency of high-quality traffic, and the shortage of opportunities to convert paying customers.
In many cases, the problem pertains to the failure of engaging visitors with the correct content while unable to match the product and marketing efforts to enrich the right customer. Other issues involve the inefficiency of the marketing message measured by accumulation of visitors, the average length of stay, and the number of pages visited, consequently indicating low sale rates and possibly a deficiency of trust. If presenting an expression of thoughtfulness, the inclination becomes evident within the marketing message. Inadvertently, if the customer perceives that the dollar is more important than solving a problem, the outcome correlates with the failure to trust, and precedes with aggressive feedback and loss of a customer.
Search Engine Optimization
SEO permits traffic to locate a website in the top position suitably to the keywords used to satisfy the intended search. Using SEO provides the ability to assist in finding products and information through search engines such as Google and Bing. iMPACT announced (2019), “High-quality content and link building are the two most important signals used by Google to rank your website for search.” The opportunity enables businesses to analyze best practices and implement strategic developments to refine search results. However, to achieve organic visibility and obtain expected outcomes, requires user-friendly websites intended for speed with a responsive design that feeds mobile visitors. It’s forecasted by Borrell Associates that companies will be spending $79.27 billion by 2020 on SEO services to rank higher in the search results. The tricks of optimizing include methods to improve the website functionality, customer engagement, enhance readability while keeping content relevant, and maintaining featured images — the benefits of implementing a mobile version of the site often will surge site-time and reduce bounce rates. Statista reports, “62% of users accessed the internet using their mobile phones globally.” The website must focus on the user experience that creates engagement with valuable content to secure SEO. Other aspects include a social media presence as links are ranked by the number of active users while encouraging SEO efforts from increasing online visibility, brand recognition, and directing traffic to the website. All social media inhibitors provide more exposure to the brand as a positive ranking signal.
Many of these types of difficulties occur because of being at the wrong place and uncovering invalid leads. Countless companies are initiating the pay-per-click (PPC) advertising model to drive traffic while applying the vital keywords to target the right audience. Corrective measures include the exigency of strategic ad space for final placement of the marketing message that will improve user experience and provide an exceptional consistency and substantial ROI. To achieve a specific value, focus on effective keywords of great significance, distinctive ad space locations, and provide enthusiastic marketing messages directed at the right audience. It’s not enough to say the right thing, as it is to express a sincere emotion that delivers a trustworthy message. There are many advantages as there are disadvantages of deploying a pay-per-click advertising model. One of the primary reasons that businesses drive PPC, it’s cost-effective and considered an excellent value as the cost only applies if someone clicks and lands on the website. According to SocialMediaToday, “40% of brands want to increase their PPC budget, indicating that this is an effective and lucrative tool for marketers.” Another benefit is the capability to measure effectiveness applicable to an expected ROI. However, to secure time investments demands a continuous review of the PPC campaign to ensure the best results. Formstack reports, “PPC ads are one of the top three generators of on-page conversions.” In time, the disbursed cash amount on click-throughs potentially adds up. If campaigns are continually not optimized, then the investment is distorted, unlike SEO strategy, where the investment is relevant to time and skills.
SEO researchers believe landing pages can significantly influence conversion rates primarily from directing traffic to arrive at their designated location. The belief continues to instill the idea of improving the number of visitors will ultimately increase the probability of conversion rates. However, expanding popularity advocates a robust foundation to advance the website elements before confirming statistical significance. The framework for an effective conversion rate comprises of managing new visitors through a distinct path focused on a call-to-action without roadside detractions. Techjury (2019) stated, “Putting multiple offers on your landing page can decrease conversions by up to 266%.” The (SEO) map to success often embraces the Autobahn (increase speed loading website), roadside content (high word count), distractive interstate links (links), low crash rates (bounce rates), and time on the road (time on the page) to develop page ranking.
The loading of the website is decisive, as it mandates rapid results to satisfy visitors while delivering compelling content demanding a high-data threshold for faster loading. Infront Webworks (2019), “Increasing your website loading speed can prevent the loss of 7%.” To secure loading speeds, adopt new image formats such as WebP, Jpeg XR, or Jpeg 2000 to reduce the payload without abandoning image quality. Evaluate hosting services appropriate to shared accounts and pertinent to impacting speed expectations. Investigate virtual private cloud (VPC) to stream valuable content that provides a granular control with highly scalable resources. Many have discovered VPC delivers anticipated speed, predictable performance, and lower cost associated with bandwidth.
Recently, Unbounce “surveyed 750 consumers and 395 marketers, and while both groups already know slow page load times affect consumer behavior, nobody is doing enough to avoid the consequences.” Blogging is another opportunity to boost webpage visitation that delivers additional opportunity to rank. The strengthening of relationships through social media initiatives while generating inbound links will immensely increase conversion rates. If there is one differentiation among companies that have loyal customers and those that struggle to retain, it would be the rapid response to satisfy customer needs. Websites are embedding chat capabilities to communicate in real-time, suggesting a simplistic technique to promote interaction to resolve problems while boosting time-on-page. Bain & Company (2019) report, “Increasing customer retention rates by 5% and increase profits anywhere from 25% to 95%”. This quote is relevant to many of the U.S. companies losing 62 billion each year because of poor customer service resulting in high bounce rates.
Expanding acceptance specifies the improvement of a steady stream of traffic to influence conversion using images, meaningful content, with an extended focus on the value proposition. The situation summons an assessment of the type of visitor while applying analytics to determine traffic sources and anomalies, methods to optimize the experience, and analyzing the behavioral patterns. The results identify page quality by the length of stay that translates into validating the content and useful information, implying an adequate page design. SWEOR reports, “38% of people will stop engaging with a website if the content or layout is unattractive.” Other concerns include broken links and redirects from outdated, moved, or redesign websites that play a significant role in SEO. The business of today is experiencing a conversion rate of 5% while the top 10% are encountering 11% and more. The landing pages are pertinent to restricting the visitor from an overwhelming amount of choices, facilitating the ability to direct visitors to perform a particular action to generate sales.
The success rates from organic search continue to heighten in value while increasing website performance. Organic search is an immense element and critical component of the customer funnel to complete a conversion or engagement that classifies a better experience. According to Search Engine Journal, “51% of all website traffic comes from organic search.” The benefit is a cost advantage associated with pay-per-click ads that empower the visualization of the company link to resonate in the face of potential customers. Pay-per-click (PPC) contributes to the results of ads surfacing on the search engine results page (SERP). The advertiser pays for these Google AdWords by selecting keywords connected to the ad while corresponding to the search. The implementation of SEO strategy optimizes content and website structure to be found easily in an online search. With organic search, inbound marketing provides a supportive journey to obtain a distinct product or service by pulling the right visitors to the website, transforming into qualified leads, achieving more sales, and improving satisfaction. Sites that implement a SEO strategy to optimize content and website structure are overall searchable and visible.
Mobil Search Capabilities
The most popular access to a search engine is that of mobile phones with technological advancements that are subject to a weak “mobile-friendly” website environment. According to Smart Insights, “2017 mobile accounts illustrated 50% of all web traffic generated worldwide.” Today, smartphone customers are spending five hours a day that represents an 88% growth in retrospect to a recent Adweek survey. For countless businesses, the applied investment is to secure visitors and translate them to buying customers, boost flexibility, and increase connectivity as the most significant advantage. Statista (2019) stated, “There are 2.71 billion smartphone users in the world today,“ as the situation continues to progress with the adoption of 5G networks. The real bonus involves the improvement of mobile SEO to increase organic traffic, rankings, and the ability to optimize the landing page to increase conversions. The landing page optimization (LPO) necessitates the enrichment of elements on the landing page to improve conversions. In parallel, the critical aspect for mobile (SEO) is the ability to maximize a website for search engine queries originating from various mobile platforms. Once again, what determines page ranking is the overall site performance, versatility, download speeds, and screen imaging synthesis.
Much of the same process to confirm success includes keywords to anticipate queries, appropriate page titles, accurate page descriptions, and incorporating outbound links. The design of a mobile webpage does not need to be a mirror image of the webpage, do not over complicate the process, and remember to confirm both the message and branding are highly exemplified. A thoroughly optimized mobile site that consolidates all functionality and key content from the website will regularly rank higher in search results as a comparison to a website reformatted for a smaller screen. The interworking of smaller screens proposes visualization of all call-to-action remain located front and center while preserving menus space for easy navigation. Keep informed and beware of trends appropriate to the future adoption of mobile phones, the advancement of technology that translates into SEO as a prevailing means to fuel mobile traffic. Because of the next generation expectations, the knowledge of HTML-5 will advance phone technology with extended access control and upgrades to secure while integrating SEO practices to enhance the usability and performance of mobile sites.