Loading ...The pathways you’ve laid out on your site might be perfectly obvious to you, but they aren’t guaranteed to be so for your site’s users. Plotting out clear paths on your site is a big part of SEO. What many people overlook is how to guide users onto those paths once the successful search engine optimization campaign has got them onto the site.
Your search engine optimization plan can be a great help when plotting pathways on your site. When doing this, take these points into consideration:
*Don’t confuse your users with too many paths. Your home page is an ideal place to begin most of your pathways, and it can be tempting to begin all of them there. Look at it from a user’s point of view. If they land on your home page and are confronted with 20 different ways to go, all calling for their attention, they might just be confused enough to bounce back o the search pages.
It’s just as important to know where to push users onto a path as it is to have the path there for them. Consider what your goals are with each page and set them out carefully. For example, your home page’s search engine optimisation is likely to focus on three or four main business goals. Set out these paths clearly, and use your other main pages to push other pathways. Talk to our experts at SEO Consult Australia about pathway planning for your site.
*Calling users to action. A call to action can be a good way to put users onto the paths you’ve set out for them. If you’re running a transactional site, you’re likely to use what in internet marketing is known as a ‘call to action’. If your site isn’t transactional, you still need to call your users to action, but in a more subtle way. Think about what you want your site’s users to do, and use calls to action as signposts around your site. If you want them to read your latest news, tell them so. When you want them to sign up to your news letter, direct them to do it with a ’sign up now’ button. You may be surprised at how effective this can be.
*Know when to guide and when to let it go. It can be very easy to be too pushy on a website, and this can lose your audience very easily. Internet users are very sensitive to marketing talk. They are also wary of being manipulated. If you present your paths as ways for your site’s users to get the information they want, you’re likely to succeed. If you present them as ways for your site’s users to do what you want them to do, you’re doomed to failure. Remember, it’s all about pleasing your users.
*Provide rest areas on the paths. No-one likes to be pushed along continuously, and it’s no different with site users. If you’ve told your users that the information they want is on the next page, don’t keep leading them on.
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Tags: Home, internet marketing, Search Engine Optimisation, SEO
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