E-commerce Link: Search and Rescue
4. Send Them to the Right Landing Page
When your potential buyer clicks on your search engine listing, he should land on the most relevant page as deep within your site as possible, and as close to an actual point of purchase as possible. Shoppers won’t bother to search through your site to find the specific product they want. If they want a men’s red, wool, pullover sweater and you don’t hand it to them right away, they’ll go straight back to the search engine and find a competitor who will.
Send shoppers to a page that matches the level of granularity of the search terms they use. If they use broad search terms, such as “apparel,” send them to your homepage if you are a pure-play appareler or to your apparel category page. If they search for a specific product such as a red sweater, show them a specific product or present them with a result set for red sweater from your internal site search. Give them the chance to click “buy” right away.
5. Use Natural Search and Paid Search in Tandem
Natural and paid search have a symbiotic relationship. Natural search yields results more slowly and is a long-term strategy. Results are dependent on the quality and quantity of the information you incorporate into your Web site through metatags, keywords and visible page content. Natural search optimization is more difficult to do correctly, but it’s much more flexible because it’s not keyword or search engine dependent.
Paid search yields faster results with easily trackable ROI, and is limited by budget and the number of listings you can create. Whatever you do for a paid listing is specific to only one engine.
Test the effectiveness of your keywords in paid search. See what produces strong conversions and sales and incorporate these terms into your Web site to drive natural search results.