Search Engine Optimization Transformation
Posted on October 28, 2008
What is Search Engine Optimization?
Well, if you ask me there is very little luck to ranking in the top ten fold. These days, if you are in the top fold for desired key phrases, it’s probably because you deserve to be there. Quality score filters and search engine technology have come too far to make a mistake placing a garbage site where it does not belong. So, if you are a top 10 ranker congratulations, you deserve it.
Let me ask you a question that will require thought and honesty, “Are you ranking well because your site is well SEOed or because it is really a wholesome site”? This question is important because Search engine algorithms are approaching human intelligence levels. The goal of every search engine engineer is to answer the question (search query) like a human. Now, I will ask the question again, what is Search engine Optimization?
Where Does Search Engine Optimization Begin?
Let’s turn the page on SEO because it think the term has seen its day (thanks Bruce Clay). I like to think in terms of VCO (visitor conversion optimization) ORP (Organic Result Planning) or VTM (visitor trigger mapping). All of these phrases include the two most important elements of a successful online business:
1) Natural Ranking- Requirements include the correct keyword strategy, site architecture, great content, educational values, authority status, incoming links, and visitor engagement.
That’s only half the battle.
- What do you do when the visitor lands on your site?
- How did they arrive?
- What are they thinking?
2) Visitor Experience- When your visitor typed a phrase into a search engine, clicked a link, entered your web address or clicked on a banner to arrive at your webpage is when the game begins. By the action the visitor took to get to your website we can determine the mood of the visitor. Now we can think more about conversion (visitors takes the desired action).
Actions Speak Behavior
The beginning of your optimization plan starts when a person takes an action to get to your website. If you go you Google and enter “Toronto zoo” there maybe thoughts in your head like seeing animals, bringing children, parking, admission fees, directions and fun. You go ahead, query Google, and pay most attention the first 5 links. What is it in the first 5 links that stands out for you? Why did you choose to click the link you clicked? What I am trying to explain is, the more you know about the visitor before they arrive the better you can prepare for their arrival.
“ROAR” Says the Lion
Here are the pages that Google produced.
Which one would you click?
- If you were looking for directions this would be the likely click. Google conveniently shows you a thumbnail view of the map and the phone number
- This is the same site showing all main categories and a text description of the zoo. I might click this one if I wanted an overview of the zoo
- This result would likely get clicked by the animal lovers. When you entered the phrase you already knew how to get there, you just wanted to see the animals
- If you wanted the cold hard facts on the Toronto zoo Wikipedia might be your best choice
- Perhaps you wanted to know about admission fees. By the looks of things we can get a “CityPass”
Visitor Optimization Conclusion
When you are optimizing your website there are countless factors to think about. Decisions need to be made; focus on those decisions should be implemented and measured. If you are striving to make the best out of your website the most effective forms of optimization come with market research and website testing. With the two working in perfect harmony your website will roar like a lion.
Tags: visitor search, clicked phrases, search engine, visitor optimization, website optimization, site, search engine optimization, conversion, ranking
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