Jan 25 2012

Does SEO Trump Conversion?

Category: organic seoTom Shivers

 

There are instances when SEO is not the best solution as a traffic source, the squeeze page is one of them. Here’s a good example of a question I’ve seen in marketing forums a number of times…

Q: “I understand that SEO is content and backlinks and all that mumbo jumbo. Now normally I’d think you’d stick your squeeze page out there and SEO that, but with that there’s no real content so no real SEO. The other issue I have is that I went and wrote some articles a while back and when I really changed to what’s working for me now, none of the directories will except my new squeeze page as its very small and has about zip content (but has been converting the best for me). So do I need to completely reconstruct everything I”m doing to get started with SEO or is there something I’m just not getting about what pages need SEO and what pages can get subscribers?”

Lots of people in the forums have a suggestion for this guy and most of it is based on non-relevant experience or hearsay. By the way, if you want some “SEO” advice just run by the nearest forum, NOT.

The guy who asked this question knows something about SEO and appears to have been successful with it, but not so with his squeeze page.

No real content is an issue, but that’s not the only problem with a squeeze page. Building links to your squeeze page with directories isn’t a great idea anyway.

Trying to get your squeeze page ranked may not be a great use of your time because Google isn’t excited about a squeeze page that has no authority. Obviously G can’t see what’s on the other side of a squeeze page, but G does rank web pages that help people take action or provide a solution – a page that G can index and has some authority.

Similar SEO problems arise when an important page poses limits to rising in search rank, but the design converts well.

Rather than spinning your wheels to get your squeeze page or high converting page ranked, consider these tips for getting targeted traffic to that page, bypassing “SEO”…

Create an attractive YouTube channel

  • Optimize your videos with an interesting title that also includes a keyword
  • Use YouTube’s keyword tool
  • Include the full URL (including http://) at the beginning of the description of the video. YouTube will convert the URL to a hyperlink to your page.
  • Select an eye catching video thumbnail
  • Link to the video and encourage people to embed it on their blogs
  • Send friend requests to other active YouTube users after you have at least 3 videos in your channel, some will become subscribers.
  • Monitor and respond to comments, video responses, friend requests, personal messages, and users who share with you
  • Identify videos that get more likes, views, shares and playlists; create videos that do likewise.
  • Utilize YouTube Promoted Videos to get more exposure – you can set your Max CPC to 0.01/day
  • If your YouTube video gets enough views right out the gate, YouTube might list your video in one of the category pages (tons of traffic).

Create a Facebook page for your brand, product and/or target audience

  • Add the “like” button to your blog and website pages
  • Offer incentives to get people to “like” and share your Facebook page
  • Design an entry page that requires a “like” for first timers to access the good stuff on your Facebook page
  • Link to your Facebook page from your blog and your other social media profiles
  • Post interesting videos to your Facebook page
  • Provide useful and interesting status updates that get people liking and sharing
  • Consider using Facebook advertising

Write great guest posts for high trafficked blogs

  • Identify the most relevant and hottest blogs in the industry, one source is alltop.com
  • Save your very best posts for one of these popular blogs and spend plenty of time preparing it.
  • Make people think differently about your topic by revealing facts and stats and citing your sources, plus add your personal experience if possible.
  • Contact the editor intelligently about their blog and in a professional way – they already have lots of guest posts to sift through.
  • There are lots of successful ways to do guest posting, but today I’m recommending Erica Douglas’ Guest Post Secrets – it costs an email.

Get the offer on target focused email and mailing lists

  • Engage in a host beneficiary with a strategic partner and introduce your offer to the database of another business.
  • It’s effective when the host business appears to be offering something for free or very discounted to its customers.
  • When a deal like this is reached you provide the offer that will be used in the host business’ email or letterhead.
  • I’ve found this to be very effective when both businesses share the same target audience but are not competitors.

Giveaway free stuff that has value

Most businesses have something that costs them little to provide, part of their target audience considers it valuable and giving it away can achieve a marketing goal. Giveaways can act as a honey pot attracting bees to the honey.

  • Giveaway information that is valuable
  • Giveaway samples that entice
  • Giveaway free trial periods
  • I’m not a big fan of contests but be smart if you go this route
  • Giveaway consultations
  • Giveaway training
  • Giveaway documentation
  • Giveaway troubleshooting
  • Giveaway technical support
  • Giveaway research
  • Giveaway influence
  • Giveaway feedback
  • Giveaway evaluations
  • Giveaway useful lists
  • Giveaway an app or useful tool
  • Giveaway coupons and discounts

There are literally scores of ways to get targeted traffic to your squeeze page or high converting landing page outside of “SEO,” and most are free. You might also find more favor with Google after implementing a YouTube, Facebook and/or guest blogging campaign.

SEO is valuable, but if SEO reduces conversion then SEO loses value; no business should sacrifice conversion for SEO.

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One Response to “Does SEO Trump Conversion?”

  1. Christy says:

    Getting Google to rank a squeeze page would be next to impossible. However, these are some great tips. I like your suggestions on creating a You Tube channel. Do you have any tips on how to get people to click through from the You Tube video to the squeeze page or just put text on the video saying click here?
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