subject: B2b Search Engine Marketing: Is Your Site's Architecture Costing You Customers?
[print this page] Many online marketers spend a ton of money on pay per click, and then fail to do simple things that convert those surfers into customers once they land on their site. One of the most common failures of online marketers, say B2B search engine marketing expert, is the failure to create good site structure.
Why Your Site's Navigational Structure Is Important to Your B2B Search Marketing Success
A statistic you've probably heard bandied about is that approximately 100,000 new sites go live on the web every day. What does this have to do with site's navigational structure?
It goes to nicheing; ie, targeted marketing. As the web becomes more crowded, it's extremely important that online marketers make it easy for web surfers to find what they want quickly. This is what your site's navigation does. So, how do you go about making your site's structure more useful to end users? Following are three tips.
B2B Search Marketing: 3 Tips for Creating a User-Friendly Site Structure
Created Optimized Landing Pages: Every site should have landing pages that are optimized for their most important keyword phrases. For example, if you sell women's cosmetics and lipstick is one of your most successful product lines, you should have a page on your site dedicated to women's lipstick.
This brings us to the second point, which piggybacks on this one, which is...
Promote Every Revenue Stream: Many online marketers have more than one revenue stream. Yet, they fail to indicate this in their site structure. This means creating and optimizing landing pages for each of them.
It can get complex because there are many facets that go into optimizing a page, eg, keyword research. And, this brings us to the last point, the need for an SEO expert from the beginning.
Marry SEO with Web Design: The reason many sites don't have good navigational structure is that search engine optimization (SEO) is not married to web design. That is to say, the web designer may work independent of the SEO expert.
In many cases, companies forego the SEO process altogether. But, as it is as integral to getting found online as having a website, the SEO consultant/expert must partner with the web designer so that site structure is done right from the beginning.
Good site navigation is critical to turning web surfers into long-term clients. And, you only have a few minutes to do it say BB2B search marketing experts. These tips set you on the right path.
