Marketing Advisor Update

Sales and marketing tips, insights and advice for service businesses amd companies selling complex or technical products.

Sunday, February 05, 2006

Don't rely on Pay-Per-Click ads to get web traffic

Search Engine Optimisation (SEO) is the practice of creating your web site pages so that they rank highly in the natural search engines results pages. These natural results are not the paid ad's that are also on the page (paid ad's are usually in coloured blocks to the right or top of the page). The higher your natural page ranking, the more chance you have of being seen by web surfers. Not many people go past page 3 of results, and that is when they are really keen!

Background... SEO is about: the content on the page (copy writing); using page 'tags' correctly; web site structure; understanding what search engines look for; using images properly; and more.

This report from Marketing Sherpa explains what happens when people look at a web page. The info is based on actual "eye tracking" studies. Yes - it is real, and it can predict where people will look on the page.

The report has some startling facts about how long people spend reading each link (only 0.7 seconds). It is well worth reading.


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