web marketing faqs What is a conversion rate? Conversion rate is defined as “the percentage of visitors who take a desired action”. This action can take many forms and will vary by site. Conversion rate is an extremely important metric to track. You can drive all of the traffic in the world to your website but if they don't take the desired action (downloading a white paper, contacting you for more information, making a purchase, etc.), the traffic is somewhat useless. Conversions are what you want to aim for! What is a bounce rate? Bounce rate is defined as the percentage of single page visits to your site or visits in which the person left your site right from the landing/entrance page. A higher bounce rate (over about 65%) generally means that your landing pages aren't relevant to your users. You can improve and decrease your bounce rate by creating a compelling website and using tailored/relevant landing pages. Should I run ads for keywords I organically rank for? You can or you can choose not to- that is a decision that each person has to make for themselves. Some clients prefer to not run ads if they are organically ranking for a keyword while others opt to run the ad so that they have another piece of prime real estate on the 1st page of the search results. Aztek can help you make this decision when the time comes. Is there a limit on how many keywords I can target organically and for paid search? No. However, to rank organically for a keyword, there must be content on the site dedicated to that keyword- so be ready to write as much content as needed. In terms of paid search, there is no limit to the keywords you can target. But again, be ready to pay for clicks on these keywords and develop landing pages for all of them. Can you help me with banner and display advertising? Yes, if you would like Aztek to assist you in the design and placement of your banner and/or display advertising, we are capable of doing so. How can you help me turn visitors into customers- increase my conversion rate? Aztek will design a website that is built to make it easy for visitors to figure out how to become a customer. We have years of experience in website usability and how to correctly funnel visitors through to a conversion. We have this all under control- you can be sure of that. What type of information does my web analytics provide? Aztek implements Google Analytics on all websites that we design. This tool provides an immense amount of information ranging from number of visitors a month to the most popular pages on your site. Once the site is launched, we would be more than happy to walk you through all of the great features that this tracking tool provides and how you can use it to make informed business decisions. Can you manage an entire SEM/paid search campaign for me? Yes, Aztek has the experience and tools to set up, maintain and run an entire SEM campaign for you. And this also includes reporting. How do your SEM campaign fees break down (cost per click, overall project cost etc.)? Each project will be different. However, for paid search campaigns, the CPC charges are charged to your company's credit card that you provide Aztek to put on file with Google. The charges paid to Aztek in a SEM campaign cover the set up, maintenance and reporting for the campaign. How is SEO different from SEM? SEO (Search Engine Optimization) is the process of generating and improving the volume and/or quality of traffic to a site from search engines in the form of "natural" or un-paid search engine listings. Generally speaking, the goal is to appear as high in the search results as possible because the higher you rank in the natural search results, the more visitors you will receive. SEM is a form of web marketing that aims to promote and drive traffic to a website by improving its visibility on the SERPs through paid placement, contextual advertising and paid inclusion.