Understand the purchase cycle and conversion processes to enhance your SEO web strategy

 


The world of search engine optimization (SEO) and pay per click (PPC) is highly dynamic and remains unfamiliar for many businesspeople. In this new business TV show, ecommerce expert Finlay Clark share his best business ideas and latest sales advice on getting the best return from your SEO and PPC campaigns.

Clark focuses his sales advice on protecting your brand name with PPC, and planning a web strategy that focuses keywords on different stages in the purchase cycle.

One of the key issues that ecommerce clients are interested in, says Clark, is how brand and generic keywords work together in an SEO/PPC web strategy. Many clients, he says are unsure of whether or not to use their brand name as part of a paid search campaign, since they will already be getting very high rankings for it in natural search through the major search engines.

Clark’s sales advice is that in general businesses should bid on their brand name for PPC campaigns. This is because PPC gives you a great deal of flexibility in terms of running PPC ads designed for a particular sale or special campaign at a particular time of year. This can be a very effective business sales strategy, and it allows businesses to develop copy specially for these ads, and integrate them with other promotional material.

In his sales advice on the show, Clark also gives business development tips on using generic keywords and brand keywords together. Generic keywords are really the key to building your online sales, he says. People usually search on generic keywords early in the purchase cycle, and only use brand name searches when they are closer to the actual purchase.

Clark strongly advises using click path analysis and similar tools as part of your web strategy in order to find out exactly which keywords have played a part in a purchase, and therefore where best to focus your investment.

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