One of the reasons I tend to focus on "organic" search engine optimization (SEO), as an online marketing strategy is that the majority of search results come from the natural spidering process. Admittedly, searchers tend to look at and click on the top results from both the paid and unpaid listings. However, after carefully evaluating Web analytics data and conversion rates since 1995, I find that searchers who are truly interested in purchasing a product and/or service actually dig for information. In other words, they are not impulse buyers and perform a wide variety of searches before making a final purchasing decision.
As part of both the searching and buying process, I found that an organic listing's appearance in a search engine results page (SERP) is very important. In fact, as both an information retrieval graduate student and an SEO practitioner, I have grown to appreciate how SERP design has evolved to improve the searcher experience and to improve conversion rates.
One of the reasons I tend to focus on “organic” search engine optimization (SEO), as an online marketing strategy is that the majority of search results come from the natural spidering process. Admittedly, searchers tend to look at and click on the top results from both the paid and unpaid listings. However, after carefully evaluating Web analytics data and conversion rates since 1995, I find that searchers who are truly interested in purchasing a product and/or service actually dig for information. In other words, they are not impulse buyers and perform a wide variety of searches before making a final purchasing decision.
As part of both the searching and buying process, I found that an organic listing’s appearance in a search engine results page (SERP) is very important. In fact, as both an information retrieval graduate student and an SEO practitioner, I have grown to appreciate how SERP design has evolved to improve the searcher experience and to improve conversion rates.
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