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Content + Context = Conversion

Content + Context = Conversions As Search Engine Land explains in this article Google is looking to add context to help refine and improve search results. Adam Dorfman explains how contextual search can (and I believe will) impact brick and mortar stores.

Context and Conversion Rate Optimization can be measured.

There are typically many conversions and clicks that are included in the consumer journey, many moments, and micro-moments. Each time a click or action such as filling out a survey or form is performed this is called a conversion. Google Analytics tracks these micro-conversions, what I consider one step in the customer journey. Simply put if I ask Siri where good Mexican food is in Grand Junction and I click on the listing at the top of the search it should take me to the reviews page of a local Mexican restaurants page or yelp listing. If I ask Siri what a sleep number bed was and I click on the top listing and a page of bunk beds opens in front of me, that would be out of context. How often have you clicked on a link for something only to be dumped on the home page ad left to find the article or item you were looking for? This makes me flashback to the 1980s (yes I am that old) when I walked into a store in the mall and the lady behind the counter talking on the phone with a cigarette hanging out of her mouth said “what’cha looking for?” while slightly turning the phone from her ear. I said I needed ???? (I don’t remember the item) and she pointed to the back of the store and returned to her call. I will never forget just turning around and walking out of that store, I also will never forget the long ash on that cigarette and wondering why it didn’t fall off. If the content matches the context then there is a chance for conversion. If you greet your customer kindly and show them what they are looking for there is a good chance they will purchase. Searching on your mobile device in a micro-moment and clicking a listing that leads you to contextual content will lead to a conversion and a successful customer journey.


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Content + Context = Conversion

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