|By Ardath Albee||
|September 7, 2009 09:30 AM EDT||
Many of the buyers who visit your company’s website probably originate from a click generated by a search result. Most marketers have done a great job managing from the home page inward. But, how many marketers spend time optimizing from the back of a website to the front? Consider that an interior page can often be the first introduction many of your buyers have to your company.
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or a keyword and take a look at the search results. Notice anything?
Most likely, only one of the links takes people to the home page of your website. All the other results invite buyers and visitors to enter your world through a back door.
Click on some of the search results links, wipe your mind blank [I know, it's a challenge], and ask yourself, “if you arrived on that page by chance, what kind of initial impression would the website make with you?
Can you pick up your company's story in mid-stride? Do you understand where you are in the scheme of things and, is there a clear path to either take a few steps back to catch up or easily move forward on your exploration of the topic?
Your content should be connected so that you aren’t jarring your buyers from their focus. If they have to all of a sudden stop and think about what’s next, it’s likely they’ll become distracted and hit the back button to return to the search results that they are praying will deliver a link that immediately answers their needs.
The big question is—how engaging is your website when entered from the back door? If your experience leaves something to be desired or you have to click more than once to find related, relevant content, then you should re-think your website content strategy.
Below is an evaluation audit process for assessing the strength of back door entry for your buyers:
Start with the search results.
- Are the pages that returned for your website relevant to the search term entered?
- How well do your page descriptions entice people to click through? Can they be improved? What are you promising?
- Can you make better choices for keyword/phrase optimization? Does the content deliver on the promise it made by returning on the keyword or phrase the buyer used in their search? Stuffing your content with keywords for the sole purpose of driving search results ranking without thinking about how that content answers buyers' needs will do you more harm than good. Remember that you only get one chance to make a great first impression.
- Take a look at your website's referral statistics and learn how buyers are finding your website. Evaluate origination sources and then prioritize your optimization efforts to attract more from the best ones. This may require rewording your content for to increase relevance for a specific audience, but the results will be worth the effort.
Next, look at the pages the search returns link to:
- When were these pages last updated? Will the information still be considered current and of high interest?
- How does each page invite people into your company's story?
- Assess the options for your buyer. Where can they go next? Where might they rather go?
- Are there clear choices related to the subject matter or topic that motivated the buyer to visit your website in the first place?
- Can you improve buyer response by freshening the content? Do you need to add links that extend the story they've stepped into the middle of to gain a longer duration of attention?
- Is it obvious how they can interact with you?
Back door optimization takes some effort. Don’t try to do it all at once. Start with your most highly visited pages and work your way down the list.
Many people will visit your website or learn of your company for the first time because of a search result that directs them to an internal page. That's the beauty of search. For savvy folks who've figured out how to reduce the shoveling they have to do to get the information they want, it’s become the preferred process for conducting initial research. It’s also a huge opportunity for you to engage them. Lose that buyer now, and you may lose them forever.
Take a look at your bounce rates for specific pages. Are they higher than they should be? Since the objective is to pull your website visitors farther into your world with each click, high bounce rates on key pages are indicative that change is in order. You not only want them to stay, you want them to invest time in learning more about how you can help them solve their problems.
Depending on the topic or search, they'll want proof that validates the assertions your content makes. In a complex B2B purchase situation, they’ll also want more information about the subject that motivated their visit. And, if the content is all about your company and not about their problems, the impression you make will not be engaging.
Marketers spend a lot of time and effort making sure the company’s homepage looks great. The advances in search technology means that every page needs to pass the context test. Making sure each web page is engaging is a given. But make sure you consider what impact each page will have if it’s the first stop for your buyers who arrive through a search result link.
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Apr. 1, 2015 06:00 PM EDT Reads: 1,650
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Apr. 1, 2015 05:15 PM EDT Reads: 679
SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.
Apr. 1, 2015 04:00 PM EDT Reads: 831
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
Apr. 1, 2015 03:45 PM EDT Reads: 751
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, will provide some practical insights on what, how and why when implementing "software-defined" in the datacenter.
Apr. 1, 2015 03:45 PM EDT Reads: 692
SYS-CON Events announced today that Solgenia will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Solgenia is the global market leader in Cloud Collaboration and Cloud Infrastructure software solutions. Designed to “Bridge the Gap” between Personal and Professional Social, Mobile and Cloud user experiences, our solutions help large and medium-sized organizations dr...
Apr. 1, 2015 03:00 PM EDT Reads: 3,123
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, will discuss how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust I...
Apr. 1, 2015 01:45 PM EDT Reads: 887
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE
Apr. 1, 2015 12:00 PM EDT Reads: 1,628
After making a doctor’s appointment via your mobile device, you receive a calendar invite. The day of your appointment, you get a reminder with the doctor’s location and contact information. As you enter the doctor’s exam room, the medical team is equipped with the latest tablet containing your medical history – he or she makes real time updates to your medical file. At the end of your visit, you receive an electronic prescription to your preferred pharmacy and can schedule your next appointment.
Apr. 1, 2015 12:00 PM EDT Reads: 1,073
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Apr. 1, 2015 12:00 PM EDT Reads: 1,655
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Apr. 1, 2015 11:00 AM EDT Reads: 2,288
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Apr. 1, 2015 09:15 AM EDT Reads: 2,332
The WebRTC Summit 2015 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
Apr. 1, 2015 09:00 AM EDT Reads: 1,767
SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microservices, and more.
Apr. 1, 2015 08:30 AM EDT Reads: 2,138
The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT. This is disruption; of course, we understand that – change is almost always disruptive.
Mar. 30, 2015 04:00 PM EDT Reads: 1,222
SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud.
Mar. 30, 2015 11:00 AM EDT Reads: 1,589
GENBAND has announced that SageNet is leveraging the Nuvia platform to deliver Unified Communications as a Service (UCaaS) to its large base of retail and enterprise customers. Nuvia’s cloud-based solution provides SageNet’s customers with a full suite of business communications and collaboration tools. Two large national SageNet retail customers have recently signed up to deploy the Nuvia platform and the company will continue to sell the service to new and existing customers. Nuvia’s capabilities include HD voice, video, multimedia messaging, mobility, conferencing, Web collaboration, deskt...
Mar. 30, 2015 01:00 AM EDT Reads: 1,557
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Mar. 29, 2015 10:00 PM EDT Reads: 1,907
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...
Mar. 29, 2015 07:00 PM EDT Reads: 5,328
Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product. Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things compatible devices.
Mar. 29, 2015 06:00 PM EDT Reads: 1,914