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RESEARCH, ANALYSIS & TRENDS
The keyword is dead,
long live the landing page!
For quite some time already, Google shows website the scroll behavior can be measured, which allows
operators no longer which search terms brought visitors finding out how long visitors stay on various sections
to the page, so the question is what methods can never- of a page and can even track the consumption of
theless ensure getting these important insights. videos.
The length of stay of single-page visits may give
Well, one good solution is to focus on the landing page. further indications: If a visitor, for instance, is only
interested in one page, this indicates that the user
However, make sure to have clean subpages that focus most probably found what he was looking for.
on specific topics to learn and evaluate with what inten- What kind of products are bought at what specific
tion visitors have come to your page. Then, based on time can identify very different types of users: So, it
the URL, the ranking keywords can be retrieved with the may be that users, who are traveling in the morning,
help of SEO tools, such as Xovi or Searchmetrics. have other priorities than site visitors who are active
in the evening. If you know that, you can react ap-
Though important in times of the search algorithm Hum- propriately and provide different content, depending
mingbird, individual keywords are increasingly losing on the time of the day or the week.
relevance. Instead, it is about a coherent set of key- Which pages have the best click-through rates
words since the semantic search is on its way. As I al- (CTRs) in the search results: That is worth to know
ready pointed out many times, you can expect that to investigate whether some special characters or
search engines will be able to provide concrete answers formatting errors hold visitors back from clicking, or
to complex questions in the future. if a call to action is missing.
How many conversions come via branded or non-
The more it is advisable to analyze continuously: branded landing pages or how often your own brand
is searched directly as opposed to generic key-
Why visitors leave a page; words.
What kind of pages lead to conversions: So, track I am just kick starting some thoughts you should con-
and consider in this case not only the purchase of a sider. For sure you can come up with more. Just be
product as a conversion;
creative and know the technical finesses in order not to
What paragraphs users really read and where they fall by the wayside of the top search engines. ◊
stop reading: This can be insightful, especially since
By Daniela La Marca
12 Asian eMarketing September 2014 - Search Engine Marketing
