So before I get into how to get people to go to page 2 of your website, I want to address a somewhat obvious question. The question is; so what is so different about Utah SEO as compared to SEO for anywhere else. Isn’t SEO just SEO no matter where you are doing it? Well no, not really. Unlike most states of the union, Utah has a much higher sense of community than most places. There is much more focus on doing business with local companies here than anywhere else i have seen. This sense of community gives a distinct advantage to local businesses over their national competitors. So there are local Utah SEO techniques that can be used to strategically position a local business in the search results where local people can see you are are local business.
By the way, since this is a primer for folks that have little or no search marketing knowledge, SEO stands for Search Engine Optimization.
How To Keep Visitors On Your Website
So the question is; how do you get website visitors to go to page two of your website? This is a real easy one. Well, at least the answer is easy. If you give visitors everything they want on page one, or don’t want, they will never go to page 2. So what does that really mean? Well, if you look at your website as a brand new visitor would look at your website, what do you see. A pretty picture? An image slider with multiple pretty pictures? What else do you see? Some text about who you are? Some more text about what you do? Some links to other pages with About Us, and Our Corporate Policies, etc etc. Sorry Folks, no one one cares who you are and they already know what you do. They just did a search for what you do, that is how they landed on your website in the first place. Unless what you do is totally unique and you have to educate every single visitor, which is a very expensive proposition, they don’t need to be told what you do. Everyone knows you are going to say you are the greatest, and I am sure you are, but thats not going to get them to go to page 2. Now don’t get me wrong, you can still tell them how great you are, but dont try to do it on page one and dont try to do it above the fold.
Whoops! SEO Term “Above the fold” means that space that the new visitor lands on when they first visit your webpage. So it is the top of the page on page one. Anything they can see without scrolling down or clicking somewhere else is called “Above the fold”. This is the most prime real estate on your website and should only contain the most critical information that you need give to visitors and nothing else.
So information that is secondary to the primary purpose of your website should go on another page or below the fold.
Now, you have to ask yourself a question. What is the primary purpose of your website? Is it to display a picture of your new building? No probably not. If your website has the same purpose as most small business websites, the purpose is to attract new business and new customers.
When a new visitor lands on your homepage you have all of about 10 seconds to get their attention. If whatever you have on the homepage above the fold doesn’t immediately address the visitors problem or question, they will move on. The best method for getting a visitor to go to page two or to perform a desired action is to tell them what you want them to do. Don’t assume that they know what to do. Make it very simple and easy for them to perform the next action. And what would the next action be? Well, if you want them to call you, put your phone number on a big red button with instructions like “Call Now” and when they click, it takes them to a page with your phone number and other contact information. The other action that you may want them to take is to leave you with their contact information. At the very least you want them to leave you with something right? I mean you went to all the trouble to get this visitor to come to your website and if you don’t ask them for something, most will just leave without performing any action. So, if you want them to leave you their contact information, say so. Right on the front page above the fold have a big red button that says “Get More Info” or something like that. This button would take them to a 2nd page where you would capture their contact information.
SEO Your Call To Action
At the very least you should have two CTAs (call to action) on the homepage above the fold so that visitors are told what you want them to do and they have an option to call now or get more info. Not all visitors are ready to call now.
Using these methods we accomplish two things:
- We reduce the bounce rate that the search engines see because the visitor actually clicked one page deeper than the homepage indicating to the search engine that the visitor found something useful on the site.
- We get the visitor to perform an action that we want by either calling us or filling out a form. Both of these actions are better than just getting a bounce and allowing the visitor to leave without any further action.
So, take a good hard look look at your home page. Or better yet have someone else take a good hard look at your home page and then ask them if they feel like they know what you want them to do just by looking at the page and without scrolling. If they answer yes, ask what it is. If they answer no, then you’ve got some work to do.
Next I will discuss the foundation of all SEO campaigns, Keywords.