The process of website design and information architecture has, traditionally, started at the home page with carefully planned navigation paths and conversion funnels leading users to the desired goal. However, because the majority of internet activity begins with a search, search engine results pages (SERPs) can now be considered your home page.
Neil Eatson, U.K. head of media and search at AKQA, said, “I say it to so many of my clients: The search engine is the new home page for brands and businesses. People just don’t see home pages anymore…
When users perform a long-tail search, home pages are often absent from the results. Instead these results will include highly specific content from deep within websites. In essence, the user has just been presented a personalized home page with various content areas to select from. Users are then able to begin exploring your site having bypassed your home page along with your meticulously planned conversion funnels.
How does this affect your search engine optimization efforts?
As search engines become more sophisticated, so must your search marketing strategy.
Alternative Discovery -
Optimizing your entire site is more important than ever as search engines become more proficient at finding and displaying pages and content buried within your site. Making it easy for users that find content aimed at alternative discovery (e.g. PDFs, Word Documents, etc.) to visit to your website, or find more related information is pivotal to achieving conversions.
Landing Pages -
Beyond optimizing your current pages, creating custom landing pages for the express purpose of appearing in long-tail organic search results is often necessary. Traditionally used as part of a paid search campaign, landing pages can serve a similar purpose organically by delivering custom-tailored content and intuitive conversion paths to users finding your content via search.
Analytics & Measurement -
Having the right tools in place to analyze how users are arriving at your content and their behavior once they get there is the first step toward competing for long-tail digital shelf space.
