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Search engine writing facts and figures

Smart content choices increase site ROI

Are you wondering if strategic search engine optimization writing should be a part of your search marketing campaign?  Search engine optimization writing can attract qualified customers, as well as increase a site's return on investment.

Consider these facts and then contact us for your customized search engine writing quotation:

• Your customers require well-written text to assist their buying process and eventually help them convert.  According to a September 2001 study by Jupiter Media Metrix, 59 percent of retail shoppers wanted more product information before they'd visit a site more often.

  "Detailed product descriptions are a powerful means of differentiation for retail sites and require little incremental work," reports Cormac Foster, Jupiter analyst.

• Do your site logs reveal that your customers are looking but not buying?  If they're not clicking to checkout, there could be a culprit - your product descriptions.  According to the white paper "Are the Product Lists on Your Site Reducing Sales?" by User Interface Engineering (UIE):

  "Not only do customers that pogo-stick (clicking back and forth from the product list to individual product pages) purchase less, but they have a less-favorable experience shopping on your site as well.  The key is to provide sufficient product information to your customers at the time they need it."

• Well-written content is crucial to a site's bottom line.  According to Jakob Nielsen's May 2002 article, "Top 10 Guidelines for Homepage Usability":

  "Homepages are the most valuable real estate in the world.  Each year, companies and individuals funnel millions of dollars through a space that's not even a square foot in size.  For good reason.  A home page's impact on a company's bottom line is far greater than simple measures of e-commerce revenues:  The home page is your company's face to the world."

• Strategic keyphrase usage is crucial for search engine relevancy.

  "One of the main rules in a ranking algorithm involves the location and frequency of keywords on a web page.  A search engine will analyze how often keywords appear in relation to other words in a web page.  Those with a higher frequency are often deemed more relevant than other web pages," explains Danny Sullivan in the October, 2002 article "How Search Engines Rank Web Pages."

• Search marketing snatches your prospect's attention with conversion rates 2 percent to 4 percent higher than banner ads or email.  According to a 2002 Forrester Research brief:

  "Search engines effectively qualify and convert customers because they reach users later in the buying cycle - when they are researching a considered purchase and are subject to marketing's influence."

• Does your marketing department believe that you'll automatically gain prime search engine positioning just because you have a strong offline brand?  Think again.

  "The onus does not fall on Google, Inktomi, FAST or the rest of the Web to find your website relevant.  The responsibility lies with your online business to create something worthy of being included in these search engines' databases and linked to by other websites.  You have to contribute relevant content to your market space if you want to be found and reflected in search engines," reports Keith Boswell in the November 5, 2002 Marketleap Report.

• Wondering if your prospects will really read the marketing text on your organization's site?  They will if the information is written and presented correctly - and they'll even scroll to learn more.

  "One of the most significant findings of our research on web-site usability is that users are perfectly willing to scroll. However, they'll only do it if the page gives them strong clues that scrolling will help them find what they're looking for..." reports the article "As the Page Scrolls" from User Interface Engineering (UIE).

  "In the trade-off between hiding content below the fold or spreading it across several pages, users have greater success when the content is on a single page."

Help your site gain prime positions and top conversion rates.  Learn more about our top-ranking Click-Thru Conversion Pages, or contact us for a customized search engine optimization writing quote for your organization.