You may think that pogo-sticking is a fun game for children but in the world of SEO the act of pogo-sticking refers to a customer quickly clicking in and out of websites that they find in the search engine results. This usually happens when a website has a high Google ranking for the customer’s search keywords but, when the customer clicks onto it, the website does not actually deliver what it promises and they quickly click again out to find a more relevant site.

Having to pogo-stick between sites is annoying for the customer but it is also bad news for your business. If you find that a lot of customers are pogo-sticking out of your site it means that not only are you turning off potential customers but also, if Google’s algorithms notice a regular pattern of people doing this to your site, there is a risk that they will decide that actually your site should not rank so highly and move you down the search listings.

Pogo-sticking should not be confused with bounce rate as, whilst you can measure bounce rate, you cannot measure pogo-sticking. Bounce rate can also be down to customers finding what they need quickly and effectively whereas in pogo-sticking they leave because they cannot find what they want.

So how can you prevent customers pogo-sticking and get them to stick with your site?

What are the main causes of pogo-sticking?

It’s really all about the usability of your site and being able to instantly capture the customer’s attention. You want to show them that your business is the right choice for them. Here are some of the main reasons that customers might pogo-stick from your site:

  • Pop up ads – these can really annoy customers and they will leave the site before the adverts have finished.
  • An unclear landing page – you need to make sure that your landing page is as usable as possible for a new customer. Make it clear and uncluttered so that the customer instantly sees that they can get what they need from your site.
  • Irrelevant keyword targeting – using keywords that are too generalised often means that although you get lots of people clicking on your site they may often be the wrong people who will then realise instantly that it is not what they were looking for.

How can you prevent pogo-sticking?

To really prevent pogo sticking you need to think like a customer and understand how they search the internet. Imagine that you are searching for your product or service. What keywords and phrases would you use? What would you want to see on a landing page? It’s not just about what your customer wants but also about what people using your search words want.

It can be really valuable to do some user testing of your search results to help you understand how customers are finding your site online. Ask 5 users to perform a search using one of your keywords. Then look at the top 10 sites that have come up from this search. You then need to ask your users what site they would choose to click on first, second, third…and why. This is a great way to find out about the search behaviours of people who may be pogo-sticking from your site.

Whilst pogo-sticking can be a worry you can minimise any problems that your site may have by making sure it is as usable as possible. Take out distractions or off-putting features such as pop up ads and look at your keyword targeting. Most importantly do some research into the keyword searches that customers may be doing. This can all help you to keep customers on your site rather than having them pogo-stick away!

Find out more about how Wagada can help you to better meet your customers’ needs online through our conversion rate optimisation service.

 

The start of a new year is always a great time to take a look at your objectives and aims for the coming months. Time spent getting things right now can reap great benefits later on and this is particularly true for your content strategy. We know that content is a key part of getting SEO to work for you, but it’s not just about writing great articles. You need to really know your customers and understand what they are looking for. You also need to make sure that you have an efficient way to share and distribute your content and that your site is set up to promote your content as much as possible. Finally you should put analysis tools in place to enable you to check that your strategy is achieving what you need it to.

A successful content marketing strategy incorporates many elements and here are the key things we feel that businesses should focus on:

Make sure your content attracts the right customers

As with all business decisions, the customer is key so the best way to start your content strategy is by taking a look at your client base and working out what they want to see on your site. An easy way to do this can be to look at the content you have already. Take a look at which posts get read the most and the ones that have the most comments. You can also use your social media to see which posts have been shared the most and use this information to drive your content plan for the next year.

It is also worth taking the time to look at the issues that affect your customer demographic, and considering what is going on in your business that might be of help or interest to them over the next year.

Audit your existing content

Make sure that your current content is still relevant and delete any out of date posts. You can also re-edit any existing posts to keep them fresh and up to date. If you know that a particular post always gets a lot of hits you may want to add some more information into it such as a link to a new product or service that you are offering as this is a great way to reach more people.

Work out how you will get your content shared

Once you have planned your content you need to work out how you will get it seen by your potential customers. Social media is a great place for getting shares, so make sure that your Facebook and Twitter sites are up and running. You should also work at building relationships with your key influencers. Happy customers, industry bloggers and complementary businesses are all people who will share and promote your content.

Look at your layout

Google is increasingly focusing on website design and how usable it is for the customer. So, you need to make sure that your content is easy to find and really stands out on your site. Don’t hide your company blog away – make sure that it is one of the first things your customer sees!

Understand what success looks like for your strategy

Underpinning any strategy is the analysis that tells you whether it is working or not. You need to understand what success will look like for you. There are a number of points you might like to look at when analysing your strategy. Make sure you have plans for regular reviews of your strategy when you can assess how it is working and amend or fine tune anything that is not getting you the results that you want.

Some things you might want to consider are:

• Page views
• Shares on social media
• Comments on posts
• Others sites linking to your post
• Time spent by customers on that page

By creating a robust strategy and knowing the outputs that you are looking for, you can make 2015 the best year for your website content yet!

Find out more about Wagada’s content marketing service in and around St Albans.