I slutningen af forrige årtusinde – og såmænd også i begyndelsen af det nuværende – bestod vejen til succes med en hjemmeside eller en webshop tilsyneladende af én ting: Synlighed i søgemaskiner. I begyndelsen var det Alta Vista, det drejede sig om – det var i store træk den eneste rigtige søgemaskine.
Senere kom Google. Dengang var succeskriteriet for en hjemmeside at ligge øverst – og faktisk kun det. Det var nærmest sekundært, om det var på de rigtige søgeord.
Det gik fint, at en hjemmeside med salg af for eksempel biludstyr lå godt placeret på en søgning efter nøgne piger. Det lyder vanvittigt, men der var faktisk en grund til, at det kunne gå dengang.
Nettet var nyt – og for mange mennesker var turen på nettet et veritabelt surf ud i de muligheder, der fandtes. Der var faktisk ikke så mange mennesker, der brugte søgemaskinerne, som de bruges i dag – nemlig til målrettede søgninger efter produkter og tjenester. Man startede et sted – og så lod man links føre sig videre.
Senere udviklede brugerne sig, og nu var det faktisk nødvendigt at ligge godt placeret på søgninger efter biludstyr, hvis det var det, man solgte. Men brugerne var stadig meget tolerante, og det var faktisk helt OK, at det ikke var specielt nemt at finde ud af, hvordan man så købte det her biludstyr, når man var landet på hjemmesiden. Det var stort i sig selv, at det var muligt at finde en webshop, der solgte det, man søgte efter.
Nu springer vi så frem til 2011 – og nu ser billedet ganske anderledes ud. Baggrunden for denne artikel er de til stadighed opdukkende indlæg rundt omkring, der idømmer søgemaskineoptimering dødsstraf – for “søgemaskineoptimering er værdiløs”.
Det gennemgående træk ved disse udmeldinger er, at de beror på en mangelfuld indsigt og forståelse. Søgemaskineoptimering anno 2011 er nemlig meget mere end placeringer. Det er (eller bør være det) også konverteringsoptimering. Jeg har fået stillet nogle spørgsmål, som jeg her vil besvare:
Hvad er vigtigst – søgemaskineoptimering eller konverteringsoptimering?
Det spørgsmål er lige så relevant at stille som at spørge: “Hvad er vigtigst for et menneske – vand eller ilt?”. Vi kan ikke leve uden begge dele, og man kan ikke drive en succesfuld webshop uden at arbejde med både konvertering og søgemaskineoptimering.
Det bærer intet formål at få gode placeringer i søgemaskiner, hvis webshoppen ikke er optimeret til at opnå salg på så mange besøg som muligt. Bevares – der vil altid være nogle salg, men det vil være et sørgeligt spild at øge trafikken uden at øge salget, ikke? Og lige så tåbeligt er det at konverteringsoptimere efter alle kunstens regler på en webshop, der ikke får de gæster, der er mulige, fordi shoppen ikke er synlig på det, den sælger.
Laver alle SEO firmaer konverteringsoptimering?
Nej – langt fra. Faktisk er det de færreste, der gør det. Og der er to overordnede grunde til, at det er sådan:
- Mange SEO firmaer har ikke kompetencen til at arbejde med konverteringsoptimering og heller ikke samarbejdspartnere, der kan hjælpe med det. Som følge deraf tilbydes 360 garders løsningen slet ikke til kunderne
- Et meget stort antal virksomheder ønsker ganske enkelt ikke konverteringsoptimering. De er udelukkende fokuserede på placeringer i søgemaskiner – ofte drevet fra ledelsen side med krav ned gennem hierarkiet om “nu skal vi øverst på Google”. Og trods adskillige opfordringer fra seriøse SEO folk fastholder de, at deres hjemmeside / shop skam fungerer fint og ikke har brug for at gøres mere brugervenlig. Der er desværre flere af de firmaer, end de fleste tror.
Hvad med jer selv? Arbejder I med konverteringsoptimering?
Ja, det gør vi bestemt. Men desværre ikke for alle de af vores kunder, vi gerne ville. Vi har også kunder, der ikke er parate til at tage den del af en optimering til sig endnu. Meget ofte arbejder vi sammen med underleverandører, når det handler om konverteringsoptimering, mens vi selv tager os af søgemaskineoptimering.
Vi har ikke mandskabet til de mere krævende opgaver inden for konverteringsoptimering, men vi har heldigvis et forrygende netværk af samarbejdspartnere, der kan det, vi ikke kan.
For mig er der slet ingen tvivl om, at de firmaer, der tager deres online butik og hjemmeside alvorligt nok til at optimere 360 grader rundt, også er de firmaer, der har den bedste forretning og det største potentiale for vækst og overlevelse.
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