Optimizing for Conversion (Part 5 of 5) – Search Engine Results & Landing Pages

The sales funnel starts with the search engine results page (SERP) of a keyword. It is important to optimize your results for keywords and the user’s intent.  We optimize the listings with Meta tags and PPC ads to reach consumers during the search process. The descriptions should entice the user to consider your brand.

A SERP listing is linked to a landing page. Here are a few things we can do with our SERP description and landing pages to assist in the sales funnel, build trust and increase ROI.

Meta Titles Match the Landing Page Title

The meta tags, particularly the title, and ad descriptions should match the site headline. A searcher should be directed to a landing page with a headline that is an exact match to the ad. This builds trust in the consumer. If it is different the searcher will see this as misleading.

Repeat the Keyword

Use the keyword throughout the meta or ad descriptions and repeat it in the landing page. Keywords are always displayed in bold text within SERP’s and the bold text will draw more attention. The content of the landing page must always enforce the listing from the SERP to create trust and reduce your bounce rate.

Optimizing for the Sales Funnel

All content on your landing page should reinforce, repeat and remind the viewer to go to the next stage in the funnel. Once a searcher reaches a landing page he or she is in the brand consideration step of the sales funnel. We must then move the consumer to the brand preference stage. Do this by explaining how you are better than the competition using lists, testimonials, reviews, or promotions.

As a rule of thumb, the first paragraph should include a call to action. This call to action could be a text link that says “Learn why we are better than other area hotels” or “read more customer testimonials”.

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Categories: Tips for Hoteliers