Contact details

Image by BR0WSER via FlickrIs this an issue for SEO, or web design?

Recent surveys of online buyers indicate they will spend less than 3 minutes searching for a way to communicate with the company.

Even business owners new to the Net know. I don't know how many times I've heard an SEO client tell me to make the logo bigger (because it has the contact phone number) or to put the phone and email both at the top and bottom of the page. The look is intrusive, yes. It is also good business.

MaCorr Research, working with web hosting firms offering web design, reports that "77% of respondents will switch to a competitor if the business does not provide a phone number, e-mail address or live chat."
Consumer expectations drive the need for businesses to provide a means of communication.

• 85% of the 1,025 respondents cite the ability to contact a business as the most important aspect of using a company’s web site.
  
• 78% are irritated when unable to find a way to communicate on a business’s web site;
  
• 48% have felt angry to the degree they tell someone about the failure. 91% are most irritated when unable to find a contact phone number,
  
• and 82% when unable to find a contact e-mail address.

After successfully contacting a business:

• 97% of survey respondents say they would visit the web site again and use the business in the future;
  
• 93% say they would use the business more frequently,
  
• 92% would recommend the business to others
  
• and 85% would bookmark the site, the survey finds.

I have to say that I distrust those numbers, frankly. They're just too high. Or there is no commitment indicated. I'd have to question the participants of the survey, and how it was worded.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey. Sphere: Related Content

Selling SEO

Image via WikipediaWhen I want to sell SEO to someone, I tend to do it very simply.

I ask them what keywords they think describe their business. Most people intuitively know what a keyword is, and they know what categories in the Yellow Pages apply to their business.
Let's say the answer is: "Tools. I sell mechanics' tools. Garden tools."
I launch a browser, and type "tools" into the Google search box. 1,070,000,000 results. Let's cut that down a bit just for the sake of sanity and reality.
Select 'pages from Australia', and launch the search again.

1. Much better: 345,000.
2. Now 'mechanics tools': 317,000.
3. And 'garden tools': 216,000.

Big numbers, yes. But not as incomprehensible as a billion and change.
Those sites did good SEO. They're listed number 1 through 4 out of 300,000 or so.

Look again at the sites on the screen. There are maybe 5 or so above the fold.
Now, see these guys over here under 'Sponsored Links'? They're paying $4-$6 a click to be on the same page. (A little preparation goes a long ways here..)
Do you remember how much you paid for those test ads we ran about keywords? (A few days can easily cost $100-$200.) That means the Sponsored Links are paying a couple of thousand dollars a month to be on the same page as the sites that did SEO.

You might spend a couple of thousand to get your pages into the top of the natural search results. But they'll stay there for a while. It depends on what you do with the pages. But if they're at the top for a few months, it's gonna take a lot to get them out of position.

And remember, 40% of Australians won't buy from Sponsored Links on principle? That means your SEO dollars are that much more valuable. 60/40 is 1.5. So if you spend $2000, it's worth $3000 - 1.5 times $2000. -thanks to the peculiarities of the Aussie market.
Those guys over there probably know that (pointing to the Sponsored Links), but they're bidding against each other over what's left.
Now if we're really successful, we'll get your site into those positions for particular brands or even popular tools.

It isn't hard numbers, no. But the point usually gets across. The approach is demonstrable and understandable. The customer doesn't have to be a math wiz to figure it out. It also sets some achievable targets for the future.

Spin, Duck, and Dodge
Some of the strategies and tactics out there are pure manipulation.

DON’T DO THIS: Get lost in the details.
Do you think the CEO (or small business owner) wants to hear about meta tags, site architecture, content and link popularity?
Probably not. He or she just wants to hear one thing: How will SEO benefit me? Which brings us to…

DON’T DO THIS: Dodge direct questions.
While “talking points” are a powerful way to stay on
message, make sure you know when to answer a direct question.

I realize this is 'good sales technique', but I'd prefer to give a direct answer to a direct question. If someone has taken the time to learn enough to ask questions, they deserve an answer. I may warn them the answer may have a lot of detail, but if they're willing to hear the full answer, they'll get it.
As much as possible, I'll focus on the benefits. I don't want to wade through the vagaries of site structure and different search engines either. But try explaining the benefits of a heading tag without mentioning the rest of the page structure.
If you want to end up in a situation analogous to spaghetti code, wait til someone has told your prospective customer: "I don't even bother with the keyword or description tags. The search engines ignore it anyway." And then have to explain.

DON’T DO THIS: Focus on to many benefits .
Remember the power of threes: When information comes in three bits, it usually sticks.
Too little and it sounds half-baked, too much and it sounds too good to be true—or your audience will forget your additional points.
Stick with three, high-level and pertinent benefits.

I have to agree with this one. Somehow, I want to know what the person really wants from an SEO campaign. Not only do I want to know, but I want to put those goals down in writing (or email) . Setting goals in writing makes me accountable. Having the goals in writing also avoids my having to hit moving targets, and the horror of all technical projects: scope creep.

Is the goal of the site to sell products? - or a service? -or is it to generate leads?

• If the goal is to sell a service, the site structure is different than if to sell products. For example, the most accessible pages will focus on the service. There will be more pages supporting the sale of the service.
• If the goal is to sell products, then the products should be front and center on the homepage. Services will only be another option amongst the products.
• Generating leads is analogous to branding. If the company name is associated with a service or product (i.e., branded) then the search terms will lead directly to the site. Otherwise, the site should focus on the benefits, and let the benefits to the consumer get the lead.

It's possible to have a site do all three things, of course. One focus will support the others. There may be a lot of pages though.
If the stated goal is to sell a service, and somewhere in the process it changes to selling products, then back to selling the service - the site will just be an unsuccessful mess because it's much harder to hit a moving target.
That's a form of scope creep. If you don't write things down, scope creep can slosh back and forth, increasing then decreasing, to create nothing but dissatisfaction and confusion.

DO THIS: Talk the talk.
Now you have your three key SEO benefits.
The next step is to transform them into “talking points.” Political junkies out there will be very familiar with talking points, and to see them in action is a thing of beauty. No matter what question is thrown at them, they somehow manage to weave back to one of the talking points.

I'm not very big on buzzwords. You know you're getting there when the customer starts picking up the jargon of SEO.
Not just as buzzwords though. - like throwing out "ex dividend" pretending to know all about stocks - but when customers use SEO terms in context to describe what's happening, and why.
It's also a good sign that you're failing to get the point across if your customer hasn't picked up the basic terms, too. You're missing something in the communication. It's time to regroup and rethink how you're presenting your efforts.
When both you and your customer manage to weave any discussion back to the goals, you've got yourself a team effort.

Learning to communicate with customers is a way of showing them respect. You're not there to impress them with your brilliance or superiority. Your job is to help them achieve their goals. You're there to make your customers part of your SEO team. Part of that job is to help them understand their goals, and how you can help achieve those goals.
After all, they are the experts in their business - not matter how large or small the business.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

Sphere: Related Content

Why make it hard?

Image from Wikipedia

When I buy something online, I'm a lot like everyone else. I'm either looking for a bargain or want something in a hurry.

Why would online business owners spend countless hours following every possible search engine optimization and marketing technique to get me to visit their website, and yet make it so difficult for me to actually make a purchase?

Haven’t they realized that if they don’t make it easy to order right now, I'll go find it somewhere else?

Even street merchants accept credit cards now.

It shocks me how often website owners will have page after page convincing me to purchase their product, but then make me look for the link to buy right now.
eBay figured this out long ago and provided the famous Buy NOW! button. That Buy NOW! button has saved millions of people the hassle of bidding and waiting to get their purchases. Some folks love the auction. Others just want what they see. If it looks like a good price: Let's do it!

Yes, online shoppers have many different buying habits.
Some will be ready to buy. Others will want to know everything before proceeding. If the price looks too good, some will just want to see if the site is there next week.
More savvy buyers will run a search through the forums to see if anyone has had a problem with the company. eBay knows this, and incorporated formal Feedback into the site. The history of a seller is available without leaving the site.

Smart move. Nobody trusts reviews.
On one site, I suggested setting up a link to a web search of the forums on the company name.

An old ecommerce adage is a visitor will come back 3 times before purchasing.

You can meet the needs of all types of buyers by first making sure they can easily see the link, and providing more the opportunity to make the purchase from any page on the site.

Similarly, if you make people register before they can make a purchase, you are going to lose some business, it is as simple as that.There have been many times when I clicked on an item because I more information, only to discover the prices weren't visible until I registered. What an annoyance!

If the site uses what I call forced registration (you must register before you can continue) I am very likely to leave the website without making a purchase. I assume they are more interested in my contact information than selling me something. I know they can sell my information.
Again, I don't want to read a lawyered Privacy Statement to find out.

Shipping prices, handling fees, and any other information had better be quickly and easily available whenever I want to buy. I really don't want to have to read half the Terms and Conditions to find out there is a $25 handling fee for purchases under $500.
If I get to the last page of the checkout to find out about a handling or shipping fee, I'm likely to just cancel the sale.

Why on earth would they even consider making me go through all of that just to find out if they will accept my Discover Card?

If you step back and look at these scenarios for a moment, you might also see where the site owner could have put me at ease long before it ever reached this point.

• Is the product available now?
• Clearly indicate what credit cards can be used, and how.
• A simple statement that my information is not going to be sold.
• Handling and shipping charges clearly indicated.

I don't trust a company that makes me click a buy button to find out which credit cards the company accepts, or to find out shipping charges and policies. This type of information should be available up front!

I want to say to site owners: "When I'm ready to buy, your credibility is on the line." Once I pull out credit cards, even minor details missing from the site will spook me away.

Before clicking that button, I'll look down one last time to make sure the site displays full contact information. I might even Google it, just to see if it makes sense.
Did I have to search for this information? Or, is it right at the bottom of every page?

I won’t spend much time looking for additional information. If I don't see what I need quickly and easily, I will move on to another site that they feel comfortable. I'll even if that means spend a little more for that peace of mind.

Give me information you know I'm going to need to make an informed purchase. Help me do my job: To buy from you. Or I'll go find somewhere else to get it.

(This is a reworked article from one of my old blogs. I was roaming through my old research blogs and found it.)
SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

Sphere: Related Content

One Keyword per Page

Image from WikipediaSearch Engine Herald ran an article by Noel titled "SEO Basic - One Keyword per Page" which stuck in my mind for a bit, so I posted the following comment:

What do you mean by ‘optimizing’ when you say one keyword per page?
The LSI process tracks the use of associated terms to interpret the subject of a page. If you define ‘optimization’ as terms within the 2%-15% keyword density (some people target 5%-12%), then the goal of optimization would be to get as many of the commonly associated terms into that range - not just one keyword.
Whichever range is used, getting just one keyword (or phrase) into that range dictates some very short pages. Google once looked at only the first 250-500 words of content in order to build up their index quickly, that’s true. That was a few years ago.

The result was many SEO people writing a lot of short pages that resembled intrusive advertising as opposed to truly relevant information.

But Google has changed its perspective recently to favor pages with around 1000-1200 words, which arguably allows for more pertinent information.
Many business websites find it difficult to find 500 words about a category or product, much less 1000, which reflects Google’s long-standing policy to return SERPs which favor information as opposed to sales pitches.

The article is on SEO basics. My comments took the subject matter a little further. I just didn't think this short article was being very clear, that's all.
I'd just finished a keyword density analysis on a homepage. There was one word on the page that was within the indicated range. I'd rewritten the page to have 17 words and phrases within the 2-15% range. All but one of the terms clearly pertinent to the topic and the goals of the homepage.

Homepages can be difficult for SEO.
A company may provide a number of services and products that need to be presented along with a brief introduction to convey the attitude and quality of the business.
The Value Proposition of the business is often expressed in a slogan that is not commonly associated with the type of business.
The wider the distribution of services and products, the more the keyword density will be diluted. This is the challenge of SEO and web design.

It's much easier to get the right mix of keyword density for a page on a category of services and/or products; or for a particular service or product. Although finding 250+ words to say about some products can be difficult too.

LSI can actually make writing relevant pages easier, too.
A little research can reveal a number of associated terms on most topics, which means the text can flow more easily and include greater detail without losing relevancy. In fact, using the right combination of terms can make the page more human-readable and more relevant.
Complexity isn't always a negative. Humans are complex. I suppose it could be said the complexity of content has to match as closely as possible the complexity of the target audience.

The complexity offered by LSI and longer pages poses the challenge of writing content that is still scannable. Web users still scan the page. Very few read more than about 55 words or so.
Visitors can be induced to read more of the content by good presentation and interactive content, but that has its limits. A great deal depends on assumptions about the type of traffic the site will draw, and the marketing goals.

Australia
Is it fair to tell a DYI web designer to try to target only one keyword or key phrase per page?
Part of the answer depends on the locale. The article referenced above was written for the US market, where competition is fierce. Content designers in the US market have to contend with a more balanced apportioning of the search engine market.
In Australia, Google with LSI still controls 80% of the search traffic. That's really the basics in this market.
Australian web designers must write for the cutting edge technology, or seek traffic elsewhere. Most Australian sites are designed to be marketed within Australia and New Zealand.; if not regionally within Australia.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

Sphere: Related Content