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Why optimise your website?
The latest research confirms that optimising a website so that it achieves a top position in the natural search listings is far more cost-effective over the longer term than pay per click advertising. In fact it shows that over three times as many search marketers generate a higher return on investment from SEO than from pay per click.
Why does SEO achieve a better ROI than pay-per-click?
It is not really surprising that natural search listings are more effective than sponsored listings. Internet users are increasingly savvy, and they know that the natural search results are there by merit – because the search engines rated them highly, rather than according to who paid the most for a keyword.
Also, the natural search results are listed in the prime viewing area of the screen, with larger titles and longer descriptions, whereas the sponsored listings tend to be marginalised around the periphery of a user’s vision. From a usability standpoint, there is a much greater likelihood of encouraging a user to click on your site in the natural search list.
What is the secret to converting SEO into improved ROI?
Fen Digital regards search engine optimisation as just one dimension of planning the overall user experience of an effective online presence for a company.
“Over 80% of users find websites through search engines. Therefore, when optimising the user experience you should start from the point when a person types their query into Google”.
Users must be able to identify easily from the title and description that appear in the search engines that your website will be the best place to go to achieve their goals. They must be be succinct and expressed from the user’s perspective to encourage them to click through to your site.
But when they get there, the content on the page they arrive on needs to deliver on the expectation - it must ‘reward’ the user rather than disappoint them with irrelevant content.
This is the key to turning increased clicks into ROI. A consistent and rewarding user experience that starts by finding your site easily for the keyword phrase they entered, and rises to a peak of expectation when they have read your search engine listing and click through to your site.
From the point of arrival, your site needs to empower the user – make them feel in control over their online experience rather than being dictated to or restricted by the site architecture. Ensure that it is easy for them to find the answer to their search query in as few clicks as possible and when they have done so, provide links to related pages on your site to encourage them to pursue a strand of thought rather than carry out a series of disjointed forays from the home page.
You are not just seeking to increase the number of visits, but to ensure that those that do click on your site are qualified visitors. Once they have arrived, you need to make every effort to engage them by rewarding their interest by relevant, effective information.
By following best practice principles of usability and information architecture you not only improve visitor response but will also be rewarded by improved search engine performance.
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Client testimonials
“Fen Digital provided an extremely responsive and professional service, and the results were first class.”
Sagentia Group
“Fen Digital have a vast amount of experience and it shows.”
Digital Healthcare
“Fen Digital have been highly effective at promoting our website, achieving a consistent position in the top 5 of Google.co.uk for the highly competitive search term advertising.”
The Advertising Association
 more testimonials
Fendigital.com
Enquire about a Top 100 business profile
For more information on the Top 100 internet marketing service or to discuss your online marketing requirements, call Fen Digital on 06318 731547 or email seo@fendigital.co.uk
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