SEO 101: Ur Doin It Wrong
A couple months back, Microsoft unloaded 80 to 100 million dollars on commercial advertising for their new “decision engine” Bing. I have to admit, I might have lol’d a little at their campaign. But come on, it was awesome. They must have hired someone with a Mac sense of humor. In case you missed it, here’s some examples:
So what does this have to do with SEO? If we look at Search Engine Marketing as Customer Service – these commercials are spot on. Basically, my internet marketing friends, this ad campaign is our fault, and everyone who laughed at these commercials is laughing primarily at you. You should be more mad at yourself than Google is.
We get so wrapped up in all the goofy aspects of SEO, we seem to forget the fact that people are looking for answers from a search engine. Which means, users are asking a question in the form of some keywords. Which meaaaaans, we do an extremely poor job of answering their questions.
Who cares, right? You’re getting the traffic. Your conversion rate and bounce rate are where they should be!
Hey, listen Goo-Roo, I’m sure I don’t look like a guy who cares, so do the math yourself.
If you’re not targeting specific pages for specific keywords (and by that I mean using specific pages to answer specific questions) then think about how many visitors your site is bleeding off each month.
Maybe, maybe Google calls SEOs criminals because that’s the best descriptive container to explain how we’re treating our potential customers.
Instead of acting like human-cattle herders, we should be focusing on the visitor paths.
- Where have they come from? Does the landing page answer the question indicated by their keywords?
- What specifically are they looking for? Could you benefit from creating more specific pages under a broad one?
- Where did they go to next if they didn’t bounce? Did they move the direction you want them to?
Answer these questions for yourself to find out if you’re answering the questions being brought to you. You will likely find you can segment your traffic in a much more user-oriented way. This is the difference between a great site and an OMG site that can seemingly read minds.
Make the visit personal. Figure out the conversation your customers/visitors are having with your site, then make it better.