However, recent studies show that getting top page rankings in search engines wouldn’t necessarily convert into sales- something else has to be added to the already exhausted formula of keyword optimization.
Conundrums with SEO
According to Bob Segal, owner of one website selling portable media players, sales has increased to a certain percentage after keyword optimization, but as for the conversion rate of visitors to sales, a lot still has to be improved to maintain a certain level of sales per month.
Segal’s problem, according to experts in the field is a high “bounce ratio”. The bounce ratio is the percentage of visitors to a website that leaves within the so-called golden period, a short two to six seconds. If page one does not convince a visitor to stay past six seconds, that particular visit has already “bounced” somewhere else. That single visit, in the final analysis, failed to convert into sales.
Real search engine optimization, experts argued, should not only put websites on top rankings in search engines, but should also focus on actually predicting and providing possible consumers with what they want at the moment of contact with a website.
Proposed solutions
According to recent conferences regarding search engine optimization and improvement of conversion rates, photos may be the next window of hope for websites who wish to sell more online. Photos have been found to play a crucial role in drawing in visitors and making them stay well past the crucial two to six seconds.
In relation to the bounce ratio from the main page, a newer concern has emerged from calculations of conversion rates- the more clicks that is put between the potential paying consumer and the page that would give the product, the less likely that sales would be achieved.
The usual knee-jerk response to this problem is immediate placement of the sales page on the main page- which wouldn’t actually improve the situation at all. What SEO specialists are claiming recently is that there must be a move to actually predict what potentially consumers want to buy. Couple this complication with the usual optimization problems, and you see a whole new frontier in SEO opening up in the horizon.
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