March 13, 2008
Keyword Search -> Blog Post -> Another Blog Post
Direct Search -> Home Page -> Products Page
Regardless of the scenario, they all have one thing in common. It’s a linear relationship that ultimately leads to a dead end.
Enter the Loop Strategy
The premise of the loop strategy is that we never want to leave the visitor without telling them what the next step is. There are no dead ends because each page leads to another page.
Maybe they follow the planned path, more than likely they don’t
But the point is that we keep the visitor engaged in the site’s content until they find something that they want to buy.
In the scenario pictured above, your visitor could enter on any point. Let’s say they landed on an article that was relevant to a long tail keyword search. In a linear relationship, once they read the article, they usually leave.
In this case, the article points them to a related blog post. They read the post and decide to register for a newsletter. Upon registration they’re asked if they’d like to take a brief survey. If they do we’ll give them a white paper. In the white paper we reference (link to) other articles. And away we go.
Your traffic isn’t stupid.
They just aren’t as familiar with your site, business, or products as you are. Consider the experience of a first time visitor. They happen to find your site through a keyword search, social media, maybe even because of an off line advertisement.
The visitor may be interested in your content/product/service but they have little or no loyalty at this point.
The propensity to exit is high. I entered your site. I enjoyed your content. I’m done.
you tell them where to go (not there).
How do I employ the Loop Strategy?
1) This strategy is not for every website. A content rich site is necessary to successfully employ this strategy.
- Enjoyed this post? try this one
- Like this article? look at this white paper.
- People who like this topic love this product/article/paper (whatever your call to action is).
Always tell your traffic where to go next. Keep them in a perpetual loop.
Content doesn’t have to be articles though. Let’s say you have an electronics site. So long as the site is content rich with product descriptions, testimnials etc, you can employ this strategy.
- Like this iPod? try this carrying case
- Need a carrying case? what about external speakers?
- Which external speakers are best? here’s what other consumers had to say…
2) Think about the most logical path for the consumer to take. If I enjoy this content then I’ll probably like that too.
3) Build the next step into your template. Don’t add new content without thinking about what it relates to. Link it to the next step.
Is this just usability and calls to action?
But it works.
Jennifer Osborne writer and marketer for Search Engine People.