Here are some worthwhile thoughts from the seminar with speakers John Gennaro(Thomas Industrial) and Aaron Kahlow(BusinesOL.com):
- Be the company that prospects ‘back-button’ to when searching.
- Look for keywords related to how the customer will use your product (plastic pails, not injection molding)
- For local companies, state on web pages “Serving Detroit, Toledo, etc.”
- Pay special attention to your landing pages. When doing PPC, don’t dump to the home page.
- Have a purpose-driven website—engage the visitor with ‘call-to-actions’ like “click to learn more”
- Are users using the back-button? How? When? (This is info server-side data doesn’t show well)
- Focus on conversions
Want more? How about seeing my comments from last year.