Content Optimization
For those who have read the article about html code will obviously
ask about it’s difference with content optimization. By content
optimization we mean writting copy that sells. Writing content for
Print and for web is a totally different thing. Also a major misconception
is that having good long technical articles helps the sale of product.
That might not necessarily be the case. In general does your content
gives call for action to the visitor? Many a times an Ugly “Buy
now” link works wonders instead of a long page of content
with technical jargon. But the same buy now link may not work for
selling a scientific piece of instrument. In this case the visitor
will most probably expect scientific details of the product along
with comparisioon charts etc. Hence the content should be written
with the target audience in mind. Otherwise the conversion ratios
can take a hit.
A Real Example :- One of our clients had good rankings and
was still unable to figure out about his dismal conversions. We
studied the site and came to conclusion that there were not enough
call for actions in the website. Parts of the site were too cluttered
with information with no links to the shopping cart. Also the home
page which is the major search engine landing page had no details
about the products which the client was selling. Hence we did a
major redo in the way content was presented to the audience and
we saw an immediate increase in the conversions for the client.
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