In the past few weeks Google announced that they were no longer offering Radio and Print ads. Just another reason why Search Engine Marketing is here to stay. The inventory that Google was providing for these services were on a remnant basis and when we approached clients that may have been opened to these advertising outlets, they were not confident that these inventory sources would help them reach their goals.

The services did not offer attractive pricing for clients that have used print and radio in the past. The fact that they were not able to get choice positioning was also a negative factor that could have contributed to the downfall of Google Radio and Print ads. It was a good effort on Google’s part to try to bring in more revenue, but the fact remains that Search Engine Marketing still remains to be the best ROI producers for most companies and businesses that advertise. This is simply why print ad revenue continues to dive down year after year.

What we thought was attractive about these two particular services was the reporting capabilities that Google so often emphasized. It is hard to measure these advertising sources and even with Google’s cool tools and gadgets, it was hard to correlate the results to the advertising.

The main lesson learned from this endeavor: Search Engine Marketing is the best bang for your buck.

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Many businesses invest hundreds if not thousands of dollars into their websites, hoping that it will generate sales and leads. Far too often, pros in Search Engine Marketing come across websites that, plain and simple, are not conducive to maximizing their business goals. Here are some quick tips to help enhance your user experience that should result in an increase in conversions.

1. Calls To Action — Sites that lack calls to action tend to receive a lower conversion rate than ones that plaster their website directing searchers to actions. It could be as simple as adding buttons that say, “Sign Up Now,” “Request Info,” etc. From our experience when these simple additions make it on to webpages the conversion rate dramatically increases. Searchers need to be “told” what to do, or you risk losing that sale or lead and your visitor will bounce off your site.
2. Forms — If your goal is to increase leads, it is a good idea to have a simple form on every page. When a form is on every page it increases your chances of capturing your visitor. You want to make it very easy for people to contact you without having to search the whole website.
3. Make your site “sticky” — It is one thing to have an attractive site, but you also need to make sure that your site is sticky. The longer you can keep a visitor on your website, the better your chances of having your visitor complete your goal. When evaluating whether or not your site is sticky, first take a look at your analytics. Analyze the “top content” pages to identify entry and exit pages. Another way to increase site stickiness is to provide a summary of the topic and have the visitor click on a link to “learn more” or to add a call to action at the end of the your summary.
4. Content — Yes, content is still king, but you need to separate content on your main site vs the content you would include on a landing page. Landing pages should provide enough information to get your point across, but shouldn’t be a novel. When people are looking for answers, they want instant answers that they can get from a glance. Bullet points are especially helpful for landing pages. Just make sure you don’t forget your calls to action and forms!
5. Fix Dead Links — You may not be aware of dead links but fix these issues ASAP. Dead links can make your website look unreliable and unprofessional. Regularly check on your website on your own to catch these sandtraps. The last thing you want is a malfunctioning “submit” button.

With a little time and some quick fixes, you should be able to increase sales and leads.

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