Here you can read about how to avoid the Most Common Strategic Errors on WordPress Sites. Very, very likely you made your site sell with it, right? You want your company website to be a good online "sales agent"! In this article, I will present some of the main strategic (not technical) errors encountered on WordPress sites.
A dynamic page is a page whose content (dynamic) changes depending on other pages.
Examples:
A category with the latest articles, or products, or category with the most popular products / most read articles.
What is the problem with such pages?
One of the main variables Google counts is the length of the content of a page. If we have a good page for a product (photo frames for example) and that page is in a similar form for years, Google will give it a lot of authority.
It's just like a store that sells the same products for years. You're used to it, you know you always find what you need.
What would happen with a store that would continually change the types of products you find there. Today they have bread, tomorrow have spark plugs, the day after tomorrow they have flowers, next week they have Christmas decorations and so on?
That's how Google feels when it comes to dynamic pages. That's because what's in them always is changing.
Another big problem of one hundred per cent dynamic pages - 100% of their content is duplicated and will be ignored by Google.
When I say it's duplicate, I mean it is not copied from someone else site, but copied from your site from your articles or products.
For example:
A category with the latest articles will have 100% duplicate content from those items, a category with the latest products will have 100% duplicate content from those products.
A 100% duplicate content page will NOT perform ok in Google.
What to do?
Enter static texts on each dynamic page. More is better, but even a little text will help. Do you have a page with the latest products in your store? Make a paragraph to say "Here you always find news from product categories ...". That text will be static and Google will see that it is the only stable element on the page and will greatly help anchor the page for certain keywords.
DO NOT use 100% dynamic pages for the first page or site menu. The first page and menu categories are very important pages of your site. If you put duplicate content there, you will not use the most valuable pages you have.
The vast majority of those who run a business and own a site believes that if the visitor is interested in the products and services from the site, the contact page or the button "add to cart" is sufficient.
What is true - if the visitor is 100% determined to buy from you, he will.
But - what do you do with the visitors who are NOT 100% determined to buy from you?
> Statistically, over 95% of site visitors DO NOT buy products and services from a site
What to do?
You must implement at least two categories of features in the site:
PRO-ACTIVE elements of interaction with traffic
I mean, chat that does not stay idle - ask something like "can I help you with something?"
Free gifts - like guides, vouchers, audio books, invitations to events, etc.
Mini gifts that cost you nothing or nothing to give away for free against contact details.
The logic is to get some of those who are not determined to buy from you. In stage 2 you are going to try to turn them into customers.
I think it is no longer a novelty that if you have reviews and positive reviews on an online store's product page, they will help you in sales.
In fact, the above statement is valid for ANY page of your site.
Obviously, provided that those comments are cognitive and on the subject. Fortunately, you can moderate the comments - so you have no real risk.
Comments can be a sort of FAQ but a personalized page for each type of service/product you offer
Many sites have Frequently Asked Questions - faqs. It is VERY GOOD that there is.
But, especially if you are a larger company, that page has a disadvantage - it can not cover all services and products. Or, if it does, it becomes very big and very cumbersome - in the sense that you are not easily finding the information you need.
An effective option in all respects is to have comments on almost all the pages that sell or present your business.
You have two great advantages:
It works as a specific FAQ for that service/product
It brings you a great deal of trust - your business looks alive, active and popular - which greatly contributes to sales growth.
I am convinced that you have seen very often very good sites that rely exclusively on visuals and pictures - big and beautiful. You may have been impressed by some and you wanted a similar one for your company.
If you had such a site, you probably know what I'm going to say.
Although they look very good, these sites DO NOT SELL AND DO NOT BRING TOO MUCH TRAFFIC.
So why are they so common?
It's easier to do - what's the point of working to make the text ok, to think about what the potential visitor has, etc. You put a big and beautiful picture and you've solved the problem.
It looks good, nothing to say and they are easy to sell (by those who make websites)
It costs less - because it's less work
What do you do if you want to have clear and beautiful visuals?
There are niches where the image counts enormously: photography, tourism, art, and so on.
There are niches that sell products that have to look good and where a visual element is essential. What to do?
There are several options:
Make certain sections in the site where you can present these visuals extensively.
Most of the site is with text buttons, information, etc .. but - you also have an area where you can only present in big pictures the company portfolio.
If you want this, you need to simplify the site menu and the footer. You can do many sub-categories that are not visible from the first
Make a subdomain or a separate site.
You have the main site with text and all you need and one or more subdomains dedicated to visuals. So, the infrastructure elements of the main site DO NOT bother you with anything. You can distract yourself as much as you want in the subdomain.
Another option is to make portfolio sites - important - these sites can also be in subdirectories on your site. Do not necessarily have to make separate sites.
Make a presentation catalogue. If you have something very nice to show, it's not necessary to be on site. Sure, you may want the first impression to matter, but if there's a catalogue, you can get leads. There are advantages and disadvantages.
After that, he throws a handful of articles there, then forgets about it.
Like it is saying "I do not care much about the site", a section of "news" from now 3-4 years.
The blog is like a Facebook page: If you do not do anything, you do not have it.
Content on site - articles can help you have sales. Articles can bring traffic to your site.
BUT - like anything in this world, if you want the blog to be functional, you have to take care of it.
The simple fact that you have some 4-year old articles on the site will not make you better in Google eyes.
What's more, what does anyone think of entering and reading the "news" of 2015?
What to do if you want to have content on the site but do not want to invest in it in the long term?
First, make sure the date on which that article was written does NOT appear.
After that choose timeless subjects (also called evergreen).
Do a small study and see what people are looking for, then make some more general tutorials. The likelihood of such articles being valid for a long time is great.
Plus, many times, if an article is more general, it's easy to update it once in 2-3-4 years and looks as up-to-date.
The main strategic errors of the sites and how to avoid them
#1 100% Dynamic Pages - on the Home Page or Main Categories
What is a dynamic page?A dynamic page is a page whose content (dynamic) changes depending on other pages.
Examples:
A category with the latest articles, or products, or category with the most popular products / most read articles.
What is the problem with such pages?
One of the main variables Google counts is the length of the content of a page. If we have a good page for a product (photo frames for example) and that page is in a similar form for years, Google will give it a lot of authority.
It's just like a store that sells the same products for years. You're used to it, you know you always find what you need.
What would happen with a store that would continually change the types of products you find there. Today they have bread, tomorrow have spark plugs, the day after tomorrow they have flowers, next week they have Christmas decorations and so on?
That's how Google feels when it comes to dynamic pages. That's because what's in them always is changing.
Another big problem of one hundred per cent dynamic pages - 100% of their content is duplicated and will be ignored by Google.
When I say it's duplicate, I mean it is not copied from someone else site, but copied from your site from your articles or products.
For example:
A category with the latest articles will have 100% duplicate content from those items, a category with the latest products will have 100% duplicate content from those products.
A 100% duplicate content page will NOT perform ok in Google.
What to do?
Enter static texts on each dynamic page. More is better, but even a little text will help. Do you have a page with the latest products in your store? Make a paragraph to say "Here you always find news from product categories ...". That text will be static and Google will see that it is the only stable element on the page and will greatly help anchor the page for certain keywords.
DO NOT use 100% dynamic pages for the first page or site menu. The first page and menu categories are very important pages of your site. If you put duplicate content there, you will not use the most valuable pages you have.
#2 ZERO Lead Collection Elements (Contact Data)
There are more than two types of visitors: those who buy and the restThe vast majority of those who run a business and own a site believes that if the visitor is interested in the products and services from the site, the contact page or the button "add to cart" is sufficient.
What is true - if the visitor is 100% determined to buy from you, he will.
But - what do you do with the visitors who are NOT 100% determined to buy from you?
> Statistically, over 95% of site visitors DO NOT buy products and services from a site
What to do?
You must implement at least two categories of features in the site:
PRO-ACTIVE elements of interaction with traffic
I mean, chat that does not stay idle - ask something like "can I help you with something?"
Free gifts - like guides, vouchers, audio books, invitations to events, etc.
Mini gifts that cost you nothing or nothing to give away for free against contact details.
The logic is to get some of those who are not determined to buy from you. In stage 2 you are going to try to turn them into customers.
#3 Disable comments on the entire site
There is a perception that a "professional" site is somehow imposing and remote and just "shows" the companyI think it is no longer a novelty that if you have reviews and positive reviews on an online store's product page, they will help you in sales.
In fact, the above statement is valid for ANY page of your site.
Obviously, provided that those comments are cognitive and on the subject. Fortunately, you can moderate the comments - so you have no real risk.
Comments can be a sort of FAQ but a personalized page for each type of service/product you offer
Many sites have Frequently Asked Questions - faqs. It is VERY GOOD that there is.
But, especially if you are a larger company, that page has a disadvantage - it can not cover all services and products. Or, if it does, it becomes very big and very cumbersome - in the sense that you are not easily finding the information you need.
An effective option in all respects is to have comments on almost all the pages that sell or present your business.
You have two great advantages:
It works as a specific FAQ for that service/product
It brings you a great deal of trust - your business looks alive, active and popular - which greatly contributes to sales growth.
# 4 Excessive and Exclusive Visual Sites
Very beautiful sites, almost exclusively from images and visualsI am convinced that you have seen very often very good sites that rely exclusively on visuals and pictures - big and beautiful. You may have been impressed by some and you wanted a similar one for your company.
If you had such a site, you probably know what I'm going to say.
Although they look very good, these sites DO NOT SELL AND DO NOT BRING TOO MUCH TRAFFIC.
So why are they so common?
It's easier to do - what's the point of working to make the text ok, to think about what the potential visitor has, etc. You put a big and beautiful picture and you've solved the problem.
It looks good, nothing to say and they are easy to sell (by those who make websites)
It costs less - because it's less work
What do you do if you want to have clear and beautiful visuals?
There are niches where the image counts enormously: photography, tourism, art, and so on.
There are niches that sell products that have to look good and where a visual element is essential. What to do?
There are several options:
Make certain sections in the site where you can present these visuals extensively.
Most of the site is with text buttons, information, etc .. but - you also have an area where you can only present in big pictures the company portfolio.
If you want this, you need to simplify the site menu and the footer. You can do many sub-categories that are not visible from the first
Make a subdomain or a separate site.
You have the main site with text and all you need and one or more subdomains dedicated to visuals. So, the infrastructure elements of the main site DO NOT bother you with anything. You can distract yourself as much as you want in the subdomain.
Another option is to make portfolio sites - important - these sites can also be in subdirectories on your site. Do not necessarily have to make separate sites.
Make a presentation catalogue. If you have something very nice to show, it's not necessary to be on site. Sure, you may want the first impression to matter, but if there's a catalogue, you can get leads. There are advantages and disadvantages.
# 5 Adding a section of content (blog, articles) and abandoning it
Many people have heard that "for the SEO, you need articles" so they will blogAfter that, he throws a handful of articles there, then forgets about it.
Like it is saying "I do not care much about the site", a section of "news" from now 3-4 years.
The blog is like a Facebook page: If you do not do anything, you do not have it.
Content on site - articles can help you have sales. Articles can bring traffic to your site.
BUT - like anything in this world, if you want the blog to be functional, you have to take care of it.
The simple fact that you have some 4-year old articles on the site will not make you better in Google eyes.
What's more, what does anyone think of entering and reading the "news" of 2015?
What to do if you want to have content on the site but do not want to invest in it in the long term?
First, make sure the date on which that article was written does NOT appear.
After that choose timeless subjects (also called evergreen).
Do a small study and see what people are looking for, then make some more general tutorials. The likelihood of such articles being valid for a long time is great.
Plus, many times, if an article is more general, it's easy to update it once in 2-3-4 years and looks as up-to-date.
