- The marketer has more control
The dream of every search engine marketer is to be able to guide the visitor. This way he shows the visitor only what he feels is apt as per that particular users need. The classic example of such a strategy is the directing of the visitors coming through banner and pay per click advertising.
You for sure know what a particular visitor is looking for when he clicks on your Ad. That is the time you should take control of his actions. Whether you take control of his actions from then on would to a great extent depend on the landing page. Most search engine marketers err at this very point. They direct all the visitors to the same page. For e.g., if you are searching for roses, wouldn't you feel that you have reached the right place if you actually land up on a page exclusively selling roses or would you like to land on a page selling flowers and then making your way to the page selling roses$%:
That's the biggest determining factor when it comes to conversion ratios. Websites that do wonderfully well in terms of conversion ratios and lead generation provide tailor made pages, focusing on a particular product or service.
It would be wrong to assume that being exactly in-sync with the visitor is only possible through paid searches. It's even possible with organic search results. For that you have to optimize different pages on your website as per specific keywords. This way on the organic search results that particular webpage pertaining to a specific product or service will show up.
Traffic is very important; it's the very basic requirement but what's more important in relation to the emerging scenario is the search engine marketing domain is to dive deep and not just skim the surface!
If you want to be successful now and want to put your conversion ratio's on an upward trajectory start believing in web usability principles and tailor made pages for specific products and services.
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