Are The Right People Finding the Right Page On Your Website?

Written by Nick Stamoulis

Just the other day I was talking with one of our full service SEO clients about the progress of their new site. This company, a staffing agency, operates in multiple verticals, so their SEO program has a lot of ground to cover. I noticed in their Google Analytics account and Webmaster Tools data that one particular vertical seemed to be doing really well organically. Since the beginning of the year one of their staffing pages in that category has pulled thousands of organic visitors, when before it was hardly getting any organic traffic. That’s exactly the kind of growth we like to see!

But when I brought this up to our client they mentioned that the amount of leads that section of their business was getting hadn’t increased at all. Until I had mentioned it they didn’t realize that vertical was getting so much organic traffic! So what gives? How could a page triple its traffic but not see any increase in leads over the same amount of time? Turns out, the page itself was to blame.

Web PageThis staffing agency refers to their job seekers/candidates as “consultants.” But it seemed like, for those coming to that page on their site, they were looking for consulting services in a particular field, and were not actually the job seekers the page was trying to attract. This was a simple case of the content not matching the user-intent and search behavior, which is a common problem many websites deal with.

It’s important to remember that at the end of the day your website needs to connect with your target audience and reflect their needs, ideas, and search patterns. While it needs to appeal to your C-suite (because they are the ones signing off on the final design), you can’t let your bosses need to be cool or savvy or different get in the way of actually doing business. Sometimes you have to work industry jargon into your site’s copy in order to prove to other industry leaders and competitors that you belong there, but if your audience isn’t using that jargon to search what good is it really doing for your business?

For instance, in the case of our staffing firm client, the page is meant to be targeting people that are searching for things like “careers in X,” or “X job opportunities,” but the content has been written to support searches around “X consulting.” Hence, they are getting a lot of people to the site that are looking to hire a consultant, not people that are looking for jobs in this field. This is a concern that I had pointed out to them several months ago, but the company has hung it’s hat on calling their job seekers “consultants”, so it’s no real surprise that there is a disconnect between the search traffic, the user intent, and the content’s goals.

This is something that every site manager needs to keep an eye on, especially as time goes by. Search patterns and behaviors change. The way people look for information today might not be how they search for the same ideas in 6 months. While you don’t have to chuck your entire website out the window to keep up with the changing tide, you will need to revisit and tweak your content from time to time to make sure it stays on point.

 

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: