#bouncerates

1.17 billion.

That's the number of monthly unique Google searchers. That's more eyeballs than your favorite newspaper receives and even that magazine you cling to. This is why you should make sure your company makes an Olympic-sized leap towards the front page that matters the most, Google! Whether you're a business owner, head marketer in charge, or an intern, your company's digital footprint exists when people can find it on the internet. Search engine marketing has grown tremendously in an effort to get companies in front of the customers they value most, whether it's organically or through paid advertising.

In my experience, it helps to stray away from general keywords and phrases. I know there's been plenty of times when I've scanned Google and wouldn't see the results I was yearning for. Brands need to do a better job at choosing their keywords. Part of it is placing yourself in the mind of the consumer. The other part of it is doing your homework! Research what consumers are typing in to their search engines to help them reach your brand as well as your competitors. 

Personally, even if you are successful at drawing eyeballs to your website, everything can go downhill if you don't have a great landing page. You'd be a fool to direct all your search engine marketing towards your home page. Landing pages need to have specific content that provides information for the people who have entered your site because of search engine results. Skip boring. Add pizazz. Treat landing pages like first impressions on a first date. For many, this will be their first time meeting you. Does your landing page leave them wanting more? Or are they immediately turned off? Bounce rates, bounce rates, bounce rates. Check them and you'll have the answer to those questions. 

Attractive landing pages have:

content and graphics that are short and simple

consistency with your company's look and feel

the language of your customer

ditched advertising for communication

a customer testimonial

a clear call-to-action

the minimum required fields (Don't ask the customer for too much info!)