Digital Marketing
SEO and adherence

SEO and adherence

I have been doing research on SEO techniques by building a number of sites and then doing different forms of search engine optimization for them. Much of what I have found is what various articles have said, however these are a simple reiteration. First of all, it seems that Google is measuring bounce rate by detecting how long it takes for a person who entered a site to return to their search (at least that’s my guess). I think this because any site that I rank up but has poor design and a high bounce rate quickly drops in rank. On the other hand, sites that stay alone and viewers stay on them for a long time increase in rank.

Although there are only a few sites measured for this and there are many other factors that make the level of confidence in how stickiness impacts rankings uncertain, it would make sense for Google to care about this measure. Radfish (2005) wrote that Google already uses stickiness within its AdSense to determine an ad’s relevance to a specific area. Radfish further asserted the belief that Google could use Urchin Tracker to read what users are doing on a site and thus rank the site based on this.

In other words, it’s important to make sure your site has a high stickiness level before you start your SEO marketing campaign. For small sites and businesses, many of the methods used to determine this are not available, as they are out of their budgets. However, PPC and rich media marketing tactics can be used to measure this quite cheaply.

Start by creating a few landing pages and targeting different ads to different pages. See which customers are staying the longest and which are most likely to convert. View clickstreams to determine weaknesses and strengths within the website and make adjustments, removing and adding new landing pages.

Interactive elements can increase stickiness, but only if they make sense for the site. Having a unique look and feel that speaks to the users you are trying to draw, and easy to navigate elements is perhaps more important to creating stickiness than any technology.

Of course, your attempts to build stickiness and SEO shouldn’t interfere with your attempts to get conversions. Remember that conversions are the reason for most websites (with the exception of ad-based revenue sites). If your SEO drops a few places but your site gets a higher conversion rate, then you may be better off.

This same thinking can be reflected in the title which, if well written, can attract more clicks than titles, which would give a website a higher ranking. Balancing these things is often difficult, as it’s impossible to say for sure what search engines are looking for on a website, so you can’t tell how much your rank would go up or down for different titles and how much conversions would increase. . Conversion and click rates could be tested using the titles in PPC advertising. If there is a drastic difference between click-through rates and conversions for different titles, it would probably be better to choose the title that has a better conversion rate rather than the one that fits your keywords perfectly.

Radfish (2005, July 12) http://www.seomoz.org/blog/stickiness-of-sites-affecting-rankings

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