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Pay Per Results And Pay Per Enquiry ? Changing The Face Of SEO

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Till now, search engine optimisation targets were considered ?achieved?for a website if it appeared in the top ten search results for the targetedkeywords. Well, SEO was (and still is) targeted primarily at climbing up theorganic search engine results to make the website rank in the top searchresults for the targeted keywords.

However, with increased competition, merely a jump in traffic inflows isnot proving to be enough since many of the visitors are actually irrelevanttraffic who drop in and leave. Companies are no longer satisfied with higherrankings and traffic, they are looking for relevant-to-the-business visitorswho can be converted into confirmed leads or bona fide customers.

Hence, nowadays SEO firms are concentrating on bringing in qualifiedleads who can be converted into customers rather than just furnishing thedetails of the number of visitors to their clients. This has given rise to theneed for a more result or performance oriented SEO.

Keeping in view this emerging demand, two new performance orientedpricing models are now being introduced by some leading SEO firms:

Pay-Per-Results SEO

Each website has a particular purpose, whether it is selling products orservices or providing information. Pay Per Results ensures that the client paysthe SEO firm only when the aim of the website is fulfilled throughresults-based search engine optimisation. This is a performance related modeland SEO firms don't get paid until they produce the results.

Pay-Per-Enquiry SEO

Most websites with a commercial purpose have an enquiry form forvisitors to fill in, which is usually either a ?request a quote? form or abrief capture form to collect the customer's contact details. This can also betermed as online lead generation. People filling in these forms are confirmedleads who have a high potential of being converted into customers. Under the PayPer Enquiry SEO pricing model, the client pays per confirmed enquiry.

In other words, SEO firms are becoming more focused towards clients?needs and are playing a larger role in bringing in business for the client. Theclients on their part have their risk shared and can be assured of the SEOmarketing firm's commitment to help them achieve concrete results.

With performance and results based SEO pricing becoming more and morepopular with clients, SEO firms are faced with the challenge of moving ahead fromstandard SEO techniques towards innovating newer strategies so that not onlytop 10 rankings are achieved, but also more and more visitors are convertedinto confirmed leads and customers.

Here are three ways in which SEO firms can ensure relevant traffic andbetter conversion rates:

3 tips for betterconversion

Be customer oriented

* Explore the psyche of the targetcustomers.

* Find out what their problems areand how you can solve them through your products and services.

* Think why a customer would come to you i.e.identify your positive points that would attract your customers.

* Actively seek out and remove the frictionpoints or factors because of which a customer is likely leave your site.

* Find out what motivates your target audienceand develop call to action links, buttons and forms with catchy, relevantcontent.

Be relevant

Once you have understood your customers, this should not be much of aproblem. But being relevant does not mean loading your site and your customerwith too many details. Showcase your products/services with just the relevantamount of details and information and leave a little bit unsaid to perkcuriosity in the visitor, particularly if your aim is to encourage the visitorto give their contact details. Work on the content to make the message relevantto the customers? needs, problems and their expectations from the site.

Don't ask for too muchinformation

While asking for the information to be filled in on a form, remember notto ask for too much information. A unique visitor might be interested in theproducts/services offered, but they would be wary to give more than thenecessary information online, to an unknown website. So just ask what youessentially require to serve the customer best and the rest of the informationcan be collected once you have proven your credibility.

Performance oriented SEO pricing models are logical next steps fromrankings focused SEO. They are logical and focussed since the ultimate aim ofany marketing firm is to help its client sell more. This evolution is a sign ofthe maturing of the SEO industry in a time when the Internet as a whole ismoving rapidly towards a wholly user-oriented approach under the Web 2.0 trend.

KathrynDawson is a consultant witha leading SEO firm in the

. He is an advocate of SEO firms adoptingperformance and results oriented SEO strategies such as and pricing models. For more information visit

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Kathryn has sinced written about articles on various topics from SEO Search Engine Optimization. Kathryn Dawson is a consultant with a leading SEO firm in the UK. He is an advocate of SEO firms adopting performance and results oriented SEO strategies such as Pay Per Results SEO and Pay Per Enquiry SEO pricing models. For more information visit http:/. Kathryn's top article . to your Favourites.

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