One of the most important rules of paid search marketing is that there must be a strong connection between the search phrase used in the search engine and what is shown on the page when the visitor arrives. In other words, if a person clicks on your search engine ad after searching for “binoculars”, then, if possible, he should arrive at a page that talks about binoculars. This will tend to greatly increase your conversion rates.
The same concept holds true for natural search rankings. If that same person searching for binoculars clicks on your organic search engine listing, then you have a better chance of doing business with the person if he arrives at a page about binoculars. The problem is that organic search engine rankings are much more mysterious and out of your control than paid listings. And generally, the page on your site that is listed in the search engine results will be your front page.
So how do you create this same kind of congruency between the search phrase and the web page content? The answer is to use scripting to detect the source search phrase, parse it out, and then display custom content based on that phrase. For example, keeping with the same example, if the search phrase was “bargain binoculars”, then your web page script would parse out each word and compare it to some kind of database table of pre-populated words. So when the script makes a match with the word “binoculars”, it would display whatever content is indicated in the database table.
The specifics of how to do this are beyond what we can go into in this article, but if you discuss this idea with a competent web programmer (not a “designer”, but a real programmer), he should be able to figure out how to do it.
If you need help thinking up or implementing strategies to generate search engine rankings and improve conversions on your web site, please contact Work Media at 888-299-4837 or email Info@WorkMedia.net.