One of the most often-overlooked aspects of search engine marketing is building sites and doing keyword research without first considering the importance of understanding the visitors and giving the right information they seek.
For a successful campaign, there needs to exist a website that is designed with a clear path that leads the visitor to conversion and a direct connection between what the visitor is searching for and what he or she finds on the landing page.
We can organize visitors’ searches by their intention in three main stages: generic or information search, navigational or brand search, and transactional or action search.
We need to have landing pages for each step and each page must have a call to action that tries to lead the visitor to the next step. Most marketers send the visitor to the home page or to the action page disregarding the stage of the mind of the visitor. This is one of the main reason the industry-wide conversion rates are so low.
For example, if we are selling a Dell Latitude D420 and we get a visitor looking for computers, we need to send him to a landing page that talks about the benefits of laptops over computers, with a call to action to take him to the laptops page.
Once there, we will try to persude him to research our particular model, and in the model page, we will try to take him to buy it.
If the user was searching for laptops, we need to send him to the laptops page directly, and if he is looking for our particular model, we will take him there and convince him that we have the best price.