SEO and ad optimization

A very interesting week. 

As we continue to work through ways to improve our site and ad performance, consistency is key.  Keeping keywords, content, titles, image tags, as much as you can consistent and true to your message and purpose, the more relevant your site will be.

It was also interesting to think through the visual heat maps for our landing pages.  Whether by color, or through the subjects of the photos and artwork, having them point to the action that we want our site visitor to take will improve our profitability, performance and the flow of the site.

When it comes to ads, it really makes you think about ads as a customer funnel. 

• Impressions are like number of people that have a newspaper delivered and open the paper to the page you are on.  They may or may not read your ad on that page, and even if they do read your ad, they may not respond.  
• Clicks are like people that see the bold part of your newspaper ad and choose to read more than the bold part.
• Conversions are like the people that actually call and order your product because of the ad.

Improving the success of any part of the funnel is critical to creating a successful internet business.