Social media common myths
The previous article leads nicely into the common myths that are used by social media companies. These include:
The logic goes, “write relevant articles and then you’ll rise in google rankings”. “As more people visit, they will click across form the article to service page which will lead to increase sales.” For most organisations this doesn’t happen. For our website even though each article has links to the service page and menus are clearly visible, clicks through to the rest of our site is negligible (below .01%). Our area is niche with a lot of articles appearing on the first page of google. So why is the transfer rate so low?
How do people search for information on web?
Well think about it. When you type a question into google, find a website, read an article, you got what you came for and then you leave, right? Unless there is a related piece that grabs your interest, you’re out of there. If we treat other people’s websites that way, then why should potential customers treat your website any different? You certainly won’t go to their sales pages to read their guff. Most queries are short quick responses to an immediate problem, not long-term research. This has immediate effect on bounce rates (only go to one page) and engagement levels of the website which Google monitors and ranks. You may be able to add some features, or offers to encourage visitors to explore further, but for most people it’s going to be “wham, bam, thank you Ma’am” which is exactly how we use the internet ourselves.
Next in the series, “how much does social media actually cost”?