It has been recently reported by the BBC and elsewhere that an Egyptian repairman, Saber El-Toony, briefly outranked Google for the search term ”Google” on their own site. This was uncovered by an Egyptian digital marketer, Eyad Nour, Founder of BlogStart – you can read his detailed blog on it here.
The cause was most likely an unintended result of Mr. El-Toony entering the URL of Google search results for his own Twitter handle in the website URL field of his own Google Plus page. Google has since corrected this.
Image courtesy of Eyad Nour.
While this might give most of us a chuckle, search is, of course, an important part of many businesses marketing initiatives, and digital marketers prefer that their successes are by design, rather than by accident. In fact, it’s debatable as to whether this can be called a success for Mr. El-Toony; reportedly the gentleman has received so many calls, he has to turn off his phone so he could get some sleep.
Driving the wrong type of traffic can be worse than driving none, particularly in the PPC world, where clicks that bounce can drain your advertising budget in no time. According to a report by eConsultancy, the digital advertising industry wasted over $9 billion in 2013 advertising to bots and 68% of consumers find online ads annoying.
Building a search-friendly site that delivers ROI on SEO and PPC
So, how can you drive the right sort of traffic to your site, reduce bounce rates, and increase the chance to convert visitors? Here’s a few tips:
- Use a CMS that produces SEO-friendly URLs. You can see examples of these on good ecommerce sites where the URLs are relatively short, and include details like product name
- Use a CMS that generates automatic suggestions for meta-tags to pages. This will help drive more relevant traffic to your site
- Use dynamically-built landing pages using a robust run-time environment. By tagging specific types of content to particular customer segments, search results and keywords, your run-time environment can generate pages that feature content that is specific to the search result the visitor entered. Whether it’s products, FAQs, third-party content or special offers, you can capture visitor interest with compelling personalized and targeted information
- Make sure your site is mobile-friendly. Use approaches such as mobile first, and technologies such as server-side responsive design, to make sure you are compliant with Google’s new policies on mobile-friendliness. For more information see my post Sleeping through Mobilegeddon
- Double-down with robust site-search technology. According to Jupiter Media Matrix, 80% of visitors will abandon a site if the search experience is poor. Invest in a great search experience on your site to help visitors find what they are looking for