ib tutor,tutorial-The evolution of on-site optimisation. and the affect of pay per click on methods utilised by experts

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The evolution of on-site optimisation. and the affect of pay per click on methods utilised by experts By: Fixit Nerds

Whether you realise it or not, the world of on-site optimisation is moving forward, It is no longer a case of only inserting keywords into your page and meta tags and then dealing with proximity and prominence. The advent of the marketing storm that is pay per click has brought many changes to the way we promote our websites, and some of these changes have rubbed off onto conventional seo. One such singularity of pay per click is the acronym REAS, this stands for ranking, enticement, action, sale. A model used in the ppc industry to maximise return on investement. This model has become hugely prevalent within conventional seo, and for good cause, it works!

The ranking element is clear, in pay per click this meant where your advert appeared in the search results, but in traditional seo this ofcourse means your organic rank for a keyword. Enticement deals with the description shown by a search engine when your site appears in the serps, bear in mind that with google this is very seldom the actual description specified in your meta tags. The enticement procedure involves making the description shown as alluring and luring as possible, in the same manner you would create an advert for a google adwords campaign. Next comes action, this is where you endeavor to entice your visitors to part with their hard earned cash. There are many models for calls to action, but a popular example I am sure you will have seen before is one used by many affiliate sellers, "act now, this special price will not last forever".

The last part of our acronym, is S for sale, this is the most imperative aspect of all, its the very motive for undertaking the on-site optimisation in the first place. The sale aspect involves analysis of tracking data, and allows you to analyse any potential flaws you may have on the page, for instance if your data reveals that you have great levels of traffic but you are not getting any hits on your checkout page, then you can instantaneously see that your action strategy is unsound, alternatively however, if you are receiving good traffic on your checkout page and low sales, then it would be worth confirming that the checkout if functioning properly and perhaps considering if there is anything on the page that could be acting as a deterent.