In order to have a great conversion rate from search, you sure need a strong strategy behind it. You simply can’t focus to all the keywords related or somehow related to your website and expect to sky-rocket your conversion rate.
In this article you will find:
> How to adjust your SEM campaigns according to your business target;
> What is SPI;
> How to address the visitors with purchase intention;
First things first: Do you remember these guys that use to knock at your door to sell you the-greatest-thing-you-will-never-use-at-a-fantastic-price?
Well, that’s what you are for visitors with no purchase intention. So, despite your SEO efforts and AdWords campaign that go to broader terms, you can’t do pretty much for this kind of visitors. For example, if you are selling laptops online, be sure that behind a visit coming from the word “laptop”, there are visitors with purchase intention, but also visitors that want to inform, want to get reviews, etc.
So, be sure that you decide which are the most important keywords for your website, group them and then focus on having a great search penetration index on each group.
What search penetration index stands for, anyway?
It’s a metric I’ve “invented” that allows you to see for each key category or keyword groups (or for all your keywords, if you prefer), how many visits you get on your website out of the total number of searches for that term.
It’s very important to monitor this KPI, in order to:
> See how much you get from the potential search market
> Monitor your SEM efforts and to see where to invest next (SEO vs. AdWords)
> Track your SEM performance (maybe that SEO agency will need to provide you more than number of visits if you will monitor this)
And, if you think is too hard, and you feel like to leave all these metrics, analysis and numbers, remember these fine quote:
“When your target is too far away from you, continue walking singing the song you like.”
(Mehmet Murat Ildan)