Behavioral Targeting

One of my client’s analytics report popped into my email this morning and I was extremely pleased at the progress and conversion rate improvements. Take a look at last week’s improvement in traffic from the search engines for this local photographer and below it, conversion rate information.

I highlighted Direct Traffic to show that the client can now pay less for offline advertising thanks to traffic generated from the search engines.

Notice:

• Visits up 22% from organic Google traffic
• Traffic up from core search terms
• Direct traffic is down, meaning the client is spending less offline
• Goals (Conversions) are up 100%
• Overall conversion rate is 9%!

Now See the Conversion Info:

How Did I Do It?

Using a technique called Behavioral Targeting, I was able to reduce the amount of traffic coming from people who browse and increase the amount traffic from those who have already made a decision to purchase.

In the above case study, I injected the word SERVICES in the page titles, meta descriptions and heading tags (html h1 tags). By drawing people in who are in the purchase phase of the buying cycle, you can sustain a lower bounce rate from Google, which may improve your relevancy. Google wants to display the most relevant search result, so if people appear to stay on your website rather than immediately bounce back to Google, you can get higher placement and improved QUALITY traffic.

Try it for yourself. Change your page titles with a focus on behavioral targeting. If you are selling products, use words such as buy, purchase, and order. If you sell services, use the word services in your titles (i.e.: Search Engine Optimization will got a lot of irrelevant clicks, but Search Engine Optimization Services will drive traffic from people looking for services not general info).