28 May 2009

Businesses looking to design their websites with the aim of enhancing their search engine optimisation(SEO) efforts may do well to take an "inside-out" approach to the matter.

This is according to Econsultancy editor-in-chief Chris Lake, who said that starting a web design project with a focus on deep pages such as product listings rather than the homepage can raise a website above its competitors and be more successful in turning visits into conversions.

He noted that many people visiting websites tend to bypass the homepage and go to specific product pages first when using search engines.

"The long tail - which can be very long indeed - is certainly more targeted: these searches are highly specific and from a retailer's perspective they show a lot of conversion intent," Mr Lake stated.

Lisa Wehr of Practical eCommerce recently advised retail site owners to look at content such as online news and blogs to improve SEO campaigns by targeting universal search users.

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