Aligning a website visitor’s search expectations is crucial to getting visitors to stay on your website for more than 3 seconds.
How do you do this? The first step is to have clear branding and positioning on the home page of your website. Most importantly, the site should have a clear and concise visual hierarchy and intuitive menu labeling. Visitors should immediately know the purpose of your website in 3 seconds and see intuitive links to items they are searching for.
The second crucial step is to align the searcher’s keyword search terms with the branding and positioning on the website.
What exactly does that mean? It means that if someone is searching for men’s narrow shoes in Google and they visit your website, they should land on a page that immediately displays a picture and text of narrow men’s shoes.
Seems obvious, right?
So how do you know if you have a problem with your Google Search keywords not aligning with visitor expectations?
To identify whether you have an alignment problem, you need to review your Google Analytics data closely. More specifically, you need to drill into the search traffic reports and examine the keywords that are diving traffic to your website and the associated bounce rates and page visits. If you are seeing bounce rates over 40%, then you have an issue with your website’s keywords not meeting visitor expectations.
How do you fix this?
Check out this blog post: Match SEO Keyword Search Terms to Expectations and Cut Bounce Rates