An important goal for National is to satisfy search queries that prompt requests for simulated product designs, a tool the company calls Webench. National scores some 1,200 Webench design requests a day; producing more is a powerful conversion indicator.
The payoff has been subtle but pervasive, Gibson said. In leveraging Google as his customers' acknowledged primary navigation tool, he is helping make sure both organic (free) and paid search terms always drill back to an appropriate landing page. Further, in understanding and fine-tuning keyword content, National makes sure the phrases themselves appear in the appropriate online marketing documentation and data sheets, to further reinforce accurate customer searches. This is so whether the search query produces a paid keyword result or an organic one.
“A user just wants to find the most appropriate result,” Gibson said. “And when a paid keyword appears as well in the top organic search results, there's a 72% chance that someone will select that first item and go with it to the site.”
The ROI of this process seems self-evident to the company, and doesn't require extensive justification, he said.
“Search engine analytics is the most impactful thing I'm aware of in improving the customer experience on my Web site, leading to more positive survey interactions,” Gibson said. “But also, there's a big cost in lost opportunities if you don't do these things.” M