SEO and phone calls – don’t ignore personal callers
We hear so much about the rise of e-commerce and the need to drive targeted visitors to a website, often forgetting that there are an awful lot of consumers who actually prefer to speak to a real person. Optimising a website to capture as many visitors as possible is just the start; converting as many visitors as possible to paying customers is the target. Do not forget; consumers may like to click and pay, but still a huge number prefer to talk and pay.
Build your search engine optimisation strategy around targeting phone users
Are you losing potential conversions?
Your website may be fully optimised and traffic is regularly arriving. Your SEO team is on top of their research and they are fine tuning the site by way of in-depth analytics. Conversion rates are running at an industry recognised percentage in relation to visitor numbers.
If all is well and good and you’re happy to leave it, let the status quo be. However, have you ever considered how many potential conversions you may be missing out on, conversions from visitor to paying customer not happening because they cannot phone you? There is a large number of consumers across all age groups and demographics who actually prefer talking to a real live person.
You should offer them the option; according to Google’s own analysis of global web traffic, including a phone number in search results in addition to offering a ‘click to call’ feature can strongly influence the perception of a brand to consumers.
Further research shows that the calls made by consumers as a result of their mobile search were not merely a ‘fishing’ call. Calls in general lasted on average six minutes as a result of calls generated from online ads and website action.
According to the research findings:
…”this suggests that the majority of calls generated by mobile search ads is not quick informational calls, but instead are more substantive research or transactional calls”…
So, it is clear that your caller is already buying in to your service or product. If they have questions, they have looked closely at what you are offering and are already considering a purchase. Their doubts might be minor so speaking to someone that they can discuss their worries with could very well seal the deal. Knowing that there is someone at the other end builds confidence. Purchasing online can feel like a black hole to some customers who are not used to the e-commerce world.
Optimising for maximum efficiency
A website has to be optimised so that is will be seen by as many potential customers as possible. It means getting a webpage or website as high in the Google search rankings as possible. Few researchers look further than page one of Google search returns; those that do – seldom look past page two. If your website isn’t up there among the top returns, it may as well be cloaked.
Mobile search is an increasing element of SEO which web designers and content marketers are addressing. Most mobile searches originate from Smartphones; therefore, it is reasonable that a large number will want to call. If you do not cover all the bases, your website won’t be operating to its full capacity or potential.
A content marketing and search engine optimisation strategy is only as good as the research behind it, an understanding of the market and an in-depth knowledge of consumer trends. One of those emerging trends is, as can be seen by the research, the preference of many consumers to call rather than click. Ignore the potential caller at your peril.
John Franks writes on a variety of specialist and niche subjects such as search engine optimisation. He consistently researches news, views and innovation in his specialised field and presents his findings and thoughts with clarity and foresight.
Image source: http://commons.wikimedia.org/wiki/File:Seo-blocks.gif