It’s no secret that with SEO it’s all about getting the click! Similarly, there is no doubt that positioning is the first step in monetization and conversion.
If there is no click through (on some level) there is no conversion. What may have started as a tangent stemmed from one search and a keyword, can deliver us to the far reaches of the web [as a result of being presented with an array of options].
On each page there are a finite number of links, each one of them beckons you to click and explore what may be behind door#2, but by going there, you may never know what was behind door#3 or vice versa.
The point is, surfing is random, but often started with a faint intent. That intent can migrate into other areas of the click impulse and if likely to change on a whim or moments notice from a brief glimpse of a snippet, a great piece of content (that piques your interest), an image or parallel idea.
Hence, as someone competing for market share, attention or involved in commerce, you must project click- appeal through providing a tangible persona to rival others who are just as intent on capturing the same audience as your own.
It is crucial that your pages contain action words, value propositions or conversion funnels to differentiate your pages when positioning is not the only thing that determines the extent of just how far into the SERPs (or how far a person may click off topic) on a random trek.
Is your click style purposeful and intent, random and scattered with a tendency to hover? Or is it focused like a laser beam, steady and driven to consume a specific experience?
Regardless of what it is, we all have a higher probability of clicking results, links or advertisements that pique our curiosity or ending up on some oasis of a tangent wondering how we arrived at that destination.
Te distinction of commerce implies that you understand what that curiosity is, and what drives those who stumble in on a whim into a purchasing frenzy to satisfy the “I want, I want complex”. Those click triggers and tactics are the most sought after secrets in the realm of e-commerce and online marketing.
A potential surfer may venture into parts unknown for hours online from an intention long forgotten. Much like an infomercial that hooks you late at night with an offer you can’t refuse.
The ingredient of one part happenstance, one part problem / solution and one part entertainment is all it takes to transform impartial indifference to whipping out a credit card to make a purchase.
Just like someone going into a retail store intent on purchasing one item and emerging from the store with 20 items from an impulse purchase; much in the same way, websites that greet visitors (regardless of where they arrived from) with a simple conversion objective, present them with an easy to use, clear action path and reinforce the preferred action subtly with supporting images, headers or layered suggestions inevitably conquer a diffused mind and promote click appeal dripping with the buy me impulse.
Since we all have different “click styles” (aggressive, impatient, methodical) with expectations attached, the job of marketers is to figure out where the continuity is between your intent and click triggers they can use to monetize traffic.
I discussed the value of using keyword modifiers, the psychology behind the click and how user engagement directly correlates to the bottom line, but all of this jargon doesn’t replace common sense and based on fulfillment and intent.
So, before you spin off on an unknown tangent, or pursue your next topic, keep in mind that you can understand someone’s nature by their path and someone’s path by their nature.
The real trick is to know how to pique their natural curiosity and augment it with some type of utility (at least in the interest of commerce) product, service or affiliate offer to monetize it “if that is your intent”.
That is where SEO comes in handy, but it only represents 50% of the equation when considering that positioning and appeal must coincide to reach maximum impact or conversion.
Think as a consumer might think, investigate PPC landing pages for keywords, observe the triggers and see the difference between random pages in the organic search engine result pages for the same keywords.
Both PPC and SEO are both search engine traffic, and both rely on click appeal and the personas that rest behind eager eyes.
Like two sides of the same coin, both are partial to positioning and the duration of the visit all goes back to reciprocity of desire and fulfillment.
What are your pages offering and what are you looking for when surfing about? If it takes you more than 15 seconds to mentally answer that question or communicate it, then that is one less visitor you may have to worry about.
If conversion is your objective, just make sure you map out the mindset of “the consumers that convert” and include enough traction in your copy, images or on page layers so you don’t accidentally feed your competitor who has mastered this form of transactional analysis another sale from your lack of consideration.