It can be one of the most frustrating things about running an online business or an offline business that relies on traffic to its website. What we are talking about is spending time and money to generate traffic and get visitors to your website but finding that they either leave soon after, or worse, they click away immediately.
Not only does this do little to improve conversions and sales, but it can also negatively impact your website’s rankings on search engines. Google measures what is termed ‘bounces’ from your websites, which is how many people arrive and then leave within a few seconds.
The other relevant measure is the amount of time that someone remains on your website. That will include an action like them clicking through to other pages and reading or viewing the content that you have created. The more they do that, the longer they stay on your website, and in Google’s view, that means your website is engaging visitors.
The upside of that is improved ranking, so from what we have discussed so far, the goal should be to ensure that your visitors have a reason to remain on your website for as long as possible.
The other important point to remember is, not only does it mean better rankings but if someone remains on your website, they are more likely to become a customer, which is surely the goal of most businesses.
So, you want to keep visitors on your website for longer, but how? Well, here are 5 ways it can be achieved.
With the internet’s influence in our lives increasing with each passing year, any business that wishes to succeed in today’s economy must have an online presence. Invariably a significant part of that presence will be that business’s website, but simply having a website in place is not enough.
That website needs to be found by those looking for the goods and services which that business has to offer, and while there are many ways that can be done, the most effective is search engine optimisation, or SEO as it is more commonly referred to.
SEO involves a large number of tactics, strategies, and processes, and as some of these can be complex, unless the business owner already has knowledge of it, the work of SEO is best left to SEO consultants or agencies.
One of the keys to running any successful advertising campaign, especially if it is being done on Google Ads, is effective management. Many business owners are under the misconception that a Google Ads campaign is a ‘set and forget’ exercise, but nothing could be further from the truth. In fact, if you set up a campaign, and then simply ignore it, it’s a sure-fire recipe for lots of ad spend and very little in the way of positive results.
On the other hand, with the use of effective Google Ads management and that management being an ongoing operation, the results you can see will not only be positive, but they will improve as the adjustments and actions which are implemented take effect. As with many aspects of online marketing, managing a Google Ads campaign has some essential principles which should be followed.