Savvy businesses know the value of search marketing as more consumers and companies use the Web to make their buying decisions. A strong presence on search engines will give you a competitive advantage to grow your sales.
The Web has changed buyer behavior. Before the Web, marketers primarily pushed their sales message to buyers. Now you need to pull your audience to your Web site and close the deal.
This change in buyer behavior requires that your Web site thoroughly explains your products and services. You need to make your site's content stronger than your competition. Buyers using the Web may want to learn as much about you as possible before they contact you. Inform and educate your target audience to establish yourself as the expert. Summarize the topic of each Web page in the headline and first paragraph for those who want only top line information. Use keywords in your content to tell your audience and the search engines what your Web pages are about.
In-depth information gives your audience reasons to stay longer on your Web site. Google determines search position relevancy by measuring whether someone who clicks a search result stays on the search result or returns and clicks on another search result. In other words, Google measures the "voting" behavior of its audience – the searchers. By providing thorough and informative information, you will enjoy much better search visibility on Google, as well as stronger response from potential buyers.
Now that you have your audience on your Web site, you need to convert them into buyers. Are you asking your visitors to take an action? How easy is it for a visitor to buy or contact you from your Web site? How easy is it to find your products to buy or to contact you? Test the process yourself. Think about what you can do to make it easier.
Take these steps and you will enjoy stronger online sales. Do these well, and you will beat your competitors.