Archive for February, 2010|Monthly archive page

Website Usability versus Visitor Engagement Reality… Are They One and the Same?

We all know the importance of developing an intuitive Website that meets the needs of our customers.  We structure our navigational maps to deliver content within a click or two.

We conduct keyword research to identify highly searched or niche phrases relevant to our customer’s needs and forms the foundation for our content architecture. We review usability studies and website development best practices; we assess competitor and industry specific informational sites.  We spend months in development and are confident we’ve done the job right.

The Website is launched and data is mined from the onset.  The initial visitor data shows disappointing results in terms of user engagement… how could that be since we did everything right… by the book?  It is not uncommon to build a site ‘correctly’ in terms of on-site components. The real question is, do the components engage your audience?  Will visitors tell their friends and colleagues about it?  Will content areas gain viral exposure?

It is important to determine the areas dragging your site stats down? Replenish poorly performing areas with interactive content.  Study visitor trends and continually make Website adjustments to deliver a superior customer experience.

A structurally correct, content oriented Website does not necessarily equate to optimal performance…

Why choose one search engine marketing strategy over another?

There are 2 main search engine marketing strategies to choose from;

1. SEO, Search Engine Optimization (Organic)

2. PPC, Pay per Click advertising

There are many schools of thought as to which marketing option is best for your business.  It pretty much boils down to your budget and patience level.

Paid marketing, or PPC, is a great way to drive targeted traffic to your site quickly.  Each time your ad is clicked you are charged a fee, hence the name “Pay Per Click”.  You determine the daily budget, but once your budget is met, your ad no longer appears in the sponsored listings until the next day.  An ad can only be shown if there is money in your account therefore, let’s say you run out of money by 10:00 am and someone is searching your product or service at 12:00 noon, your ad will not appear and you will miss out on a viable lead.

On the flip side, SEO or organic optimization takes longer to achieve top ranking but once your site is indexed by the search engines, your ad will be displayed in the SERP’s listing.  A visitor can be searching your product or service on the internet “24/7” and there is no fee if they click on your listing.  Why not drive visitors to your site day or night?

Studies have proven organic optimization (SEO) is a more favorable return on investment compared to more traditional forms of advertising such as snail mail, radio and television.  There are many variables that are required to achieve top ranking organically such as:

  1. Relevant content
  2. Keyword research
  3. Linking – relevant
  4. Keyword density
  5. Web design (easy to use navigation)

These are just a few of the items that must be in place before you start to see ranking progress.  Contact The InterCon Group, Search Engine Marketers to assist you with your Pay per Click campaigns and/or Search Engine Optimization. The InterCon Group is a SEM Firm specializing in comprehensive online marketing services.  Let us put our experience and knowledge to work for you.

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