Loading ...Think of the pathways that go through your site. There should be more than one. If your search engine optimisation and other internet marketing campaigns are effective, internet users will come from all sorts of places and travel through your site in a number of ways. It’s all very well having intended pathways, but how exactly do you encourage users onto them? And how do you get the right users onto the right paths?
An internet user following the pathways through your site can be viewed much like someone following a treasure map. The path isn’t set out particularly clearly, and sometimes some guessing might be necessary to find the right way through. The treasure hoard at the end is the information that they’re looking for. It’s your job to write the map in a language they can understand, and make sure that the clues aren’t too hard to follow.
Once you start thinking about designing your site with a map in mind, it gets a lot easier to plan.
1. Define your user groups, and what you want from them. Although a lot of the interactions on your site will be very individual, it’s usually possible to sort people into a small number of groups. For example, your computer repair service site might have a group of users, who are straight-up customers, another group who are after information only, another who are computer hobbyists, and so on.
Most sites will have a number of user groups. People come to your site looking for different things. People in those groups might swap sometimes, but each of those groups will have a distinct need. Your SEO consultant can help you define user needs, and you can talk to our consultants about this step at SEO Consult Australia.
2. Set up the pages relevant to user groups. As you know your user groups are looking for different things, you can use your pages to answer their individual needs. Your information-seeking group won’t want the sort of sales information that your customer group is looking for. Sort out which pages answer which needs so that you can plan paths through them.
3. Set out paths, placing clues in the right places. With our computer repair example above, the ‘customer’ group has an obvious need: they want their computer fixed. They require a direct path from the home page to the transaction page, with some room to convince them to choose your service. So, you leave a clue on your home page with a bright ‘Does your computer need a service? Click here’ button. This leads to a solid internet marketing page, then to the transaction page. More complicated paths are necessary for the information-hunting group, but they can be steered onto the right track just as easily.
Part of search engine optimisation is in providing ways to keep your users on site and answer their needs. Use your SEO plan to help in laying down the clues throughout your site that will get users on the right track.
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