Kelley “Klik Kween” Koehler, instructing from the ARE-TEC blog:<\/p>\n
Users like to see words describing their goal on a site, it helps them have more confidence that the thing they’re looking for is indeed there to be found. <\/em>It’s called a scent trail<\/strong><\/a>.<\/p>\n
Which means that if I create a page on my site just for people looking at townhomes, then I need to very carefully optimize for those kinds of words, and then I need to restate those words plainly on the page.<\/em><\/p><\/blockquote>\n
Kelley taught us about scent trails<\/strong><\/a> at Unchained Orlando.\u00a0 She explained her “long-tail search engine marketing strategy” and how she makes it easy for online shoppers to find exactly what they want.\u00a0 Kelley told us to build a landing page with the exact same phrase as the web surfer searched.\u00a0\u00a0<\/strong><\/a><\/p>\n
I’m using my BloodhoundBlog.net weblog for these experiments.\u00a0 Greg Swann suggested that I use it to post mortgage rates.\u00a0 I built a page on the weblog, titled “Current Mortgage Rates Report”. “Current Mortgage Rates” is a keyword search phrase that a plethora of consumers search.\u00a0 If I start a PPC campaign, I’ll play in that keyword search phrase.\u00a0 “Current Mortgage Rates” is the scent trail<\/a> <\/strong>I’m trying to build.<\/p>\n
I want to build it with a long-copy sales letter, with no links other than a “Contact Me Now” link (call to action) throughout the landing page.\u00a0 I want to have that landing page present the proposition, air out (and hopefully answer) all of the potential objections, and ultimately weed out anybody who doesn’t have interest.\u00a0 My goal is to have clicks that are consumers who have “flopped” and want a mortgage right now.<\/p>\n
BUT…as Kelley states, I have to “title” and theme the page with the keyword search phrase that EXACTLY matches what the consumer wants.\u00a0 I have to make it as simple as possible for them.<\/p>\n
Who’s implementing what Kelley taught us?\u00a0 How are you doing it?<\/p>\n
PS:\u00a0 I changed the title of this post from “Give them What They Want” To “What Is\u00a0 A Good Scent Trail ?<\/strong><\/a>” to reaffirm what Kelley says.\u00a0 When you click the links on this post,\u00a0 you get Read more<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"
Kelley “Klik Kween” Koehler, instructing from the ARE-TEC blog: Users like to see words describing their goal on a site, it helps them have more confidence that the thing they’re looking for is indeed there to be found. It’s called a scent trail. Which means that if I create a page on my site just […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,6,19],"tags":[280,279],"class_list":{"0":"post-6376","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-blogging","7":"category-marketing","8":"category-technology","9":"tag-are-tec","10":"tag-scent-tail","12":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":710,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/710\/the-sight-the-scent-the-touch-of-rich-luxurious-full-bodied-real-estate-commentary\/","url_meta":{"origin":6376,"position":0},"title":"The sight, the scent, the touch of rich, luxurious, full-bodied . . . real estate commentary . . .","author":"Greg Swann","date":"November 29, 2006","format":false,"excerpt":"Today, Jeff Brown is a thorn among roses. 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