Search Engine Marketing: It’s About Getting Clicks Not Just Ranking Highly
Oh, the rush of watching a site rises in the rankings – or
even just a great piece of content. When you are targeting a set of keywords
and doing all you can to get better rankings, having it pay off can be
extremely exciting. After all, this is what SEM (Search Engine Marketing) is
all about, right? Well, if you said ‘no way!‘ then you are absolutely right.
You see, there’s a distinction that needs to be made in both
SEM and SEO Service (Search Engine Optimization) that a lot of people gloss over. It’s
the fact that the best ranking in the world isn’t going to mean a thing if you
aren’t getting clicks on your listing. A beautiful, wildly entertaining multimillion
dollar TV commercial that didn’t drive sales would be a similar kind of
failure. Marketing is all about getting sales, not just making sure a lot of
people see your marketing message.
So that’s what we want to talk about today: the importance of
actually getting clicks when you are doing SEM. It is, after all, the gold
standard we have to work with. Clicks equal traffic and, if you’ve done the
rest of your work properly, traffic should mean profits.
Boring Search Results Don’t Earn Clicks
It should go without saying that if you don’t stand out, you
shouldn’t expect to be noticed. However, if it did then we would not need to
say it here and we feel we do. Here’s the problem: a lot of marketers think a
standard issue listing is ‘good enough‘. To a certain extent, it is definitely
what it takes to get listed by Google, but it’s not likely to catch the
searcher’s eye which is what you have to do if you want clicks. Remember,
searchers have several listings to choose from that all look more or less the
same in most cases, so if you want them to pick your listing and click on it,
you’ve got to make them notice it first. Perform a search for just about any
random word or phrase and you will notice when listings stand out and when they
barely deserve the energy it takes to look at them.
Marketers who are still thinking all they need to do is throw
up a site and rank highly are living in the past. Forget posting up a hastily
assembled site on an EMD (Exact Match Domain) and scoring the big bucks – while
this method still works very well when done correctly, it is not really a model
to bet your future on. Everything you do for your site needs to set it apart in
the eyes and mind of the consumer. If you are a blogger and looking to obtain
blogging fame, you want every post to stand out in the search results. Posting
content is great, but posting great content is even better and you can make
sure that outstanding content gets the views it deserves by making sure it
stands out on the SERP (Search Engine Results Page).
Why the PPC Marketers Should Be Learned From
Maybe your main focus in SEM is on SEO due to budget or time
restrictions or maybe simply because PPC (Pay per Click) marketing isn’t
something you’ve polished yet. That’s fine, but you know what? You can learn
from these marketers. They are almost totally focused on writing snippets that
generate clicks because that’s the way PPC ads work. There’s not much space,
but there’s plenty of competition, so it is important to make the words count
and really pique the viewer’s interest so that they click.
In PPC, optimizing for clicks was crucial to the success of
the campaign. SEO’s have had it easier, in many respects, but PPC people also
know that ‘wasted clicks‘ that spend their money because they enticed in
someone to click on their ad who didn’t want what was for sale are an even
worse money drain. You want to keep this in mind and be sure that how you
optimize your listing helps it not just become more attractive, but to become
more attractive to the right kind of visitor.
Google’s only just begun to judge sites harshly on how well
they please searchers who discover them. Chances are good that they will get
much more judgmental in the years to come. After all, Google’s bread and butter
come from making sure searchers continue to patronize them. That means, it
behooves them to get rid of sites that don’t please searchers. This is part of
the reason we advocate authority sites that you focus on intensely, developing
their content as well as other aspects of their marketing until they are both
popular within their niche and profitable. It’ll also help you avoid the
temptation of jumping on new ‘tactics‘ designed to get good rankings or more
traffic only to find that conversions remain low.
Rating and Review Snippets Aren’t Going to Save You
It is nonsense, too, because no one who’s actually paying
attention is going to believe those ratings or reviews are meaningful. You can
waste a lot of time fiddling around with rich snippets like these and do very
little good for your listings. Why? Because there are often several of these on
a page, particularly in competitive markets where it is the current fad. It’s
better to just skip over this fad since it’s already in full swing and already
raises eyebrows among the bulk of people who might actually have money to spend
with you. Save your energy to do something actually productive instead.
The Power of Authorship Can Be Yours
Now here’s a way to stand out that’s not going to waste your
time and effort. If you are not yet using Google Authorship to your advantage,
then it’s time to get started and not just because Author Rank is becoming
important for ranking content. When you get started with Google Authorship, you
have the option to input your name and also a photo. A tiny version of your
photo will then be posted along side content you have authored. This is great
and it also gives people more confidence that a real person created the content
they’ll see if they click you’re listing. That has a more powerful effect than
you might think in terms of driving visitors towards you and away from more
anonymous looking content with no name or face to tie it to.
It’s a good question and the best part is that if your
photo’s boring, all it takes is a bit of work in photo editing software to make
it more exciting. You don’t have to hire a pro level photographer to make you
look amazing; you only have to do what it takes to stand out a little bit. If
you can accomplish that, then you’re halfway there. You’ve shown you’re a
person with your rel=author and you’re showing off a distinctive photo to catch
their eye one more way.
Remember, too, that when you are using Google Authorship to
help promote your content, it is going to post a ‘more‘link up there in tiny
text that some searchers may click and if they do, they can see more content
from you. This is such a powerful way to promote your business online that not
using it is a huge mistake. Be sure you set up your account and, while you’re
at, start using the Google Plus social networking platform, too. It’s only
going to help your content marketing efforts to do this.
Better Yet Dazzle Them with Video
It’s all about standing out and making your listing one of
those purple cows, but once you’ve gotten your Google Authorship established
and you’ve done what you could to make it enticing with the right text what do
you do next? Why video, of course. It turns out that it’s considerably easier
to add video content to your listing than you might be thinking. As long as
Google recognizes your embed codes and you’ve got XML video sitemaps and Open
Graph markup in place then you’re all set. Your videos will show up next to
your listing.
While not everyone makes videos, chances are good that with
YouTube (a Google owned property, by the way) so chock full of videos, you can
most likely find a good one to put into some of your content. Google will grab
a snippet and post it with your listing. That could give a you a distinctive
edge over your competition since we all know how much people are attracted to
videos. This is one more way you can make sure you are doing everything
possible to make your best content stand out, capture interest and drive
clicks.
Want Better Conversions? It All Starts with Your SERP
Putting all that we’ve mentioned above to work could take up
some of your time and energy, but if you are already building sites you want to
last stocked with content that’s going to provide value for years to come then
it makes sense to do so. Standing out in the SERP is going to lead to
conversions if you actually focus on making sure that people get what they want
when they click-through your listing (which is basically an ad for your
content) and arrive at the content itself (which is designed to sell them on
what you have for sale). It’s not as complex as it sounds so do make some changes
now if you’ve essentially been focusing too much on grabbing rankings rather
than making your listings generate clicks.
We’d love to hear your experiences if you’ve been practicing
anything along these lines already. Are you seeing results by using Google
Authorship? What about when you insert videos into your post? There are so many
little techniques for optimizing your listings that we most likely didn’t even
cover them all here, so if we’ve missed any please do speak up. Feel free to
leave a comment below if you have any questions we can help you with, too.
We’ll respond as quickly as we can.
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