Search Engine Optimization (SEO) for your website

Tab le 1.6

ElderPets Goals and Corresponding Target Audiences

Goals

Target Audience

Primary goal Help more animals in need Primary Audience: Caregivers of the elderly or

infirm

Additional goal Attract more donations Primary Audience: Pet lovers with surplus

income

Additional goal Attract more volunteers Primary Audience: High school students,

retirees

What Do I Want Visitors to Do on My Website?

In SEO, the term

conversion

has come to mean your website user doing whatever it is

you want them to do. So when we say “conversion,” think of it as shorthand for

“Score one for you—you’re accomplishing your goals!”

We really enjoyed reading the results in Google when we searched for a defini-

tion of the word

conversion

. They included “an event that results in a transformation”

and “a change of religion; ‘his conversion to the Catholic faith.’” Wow! That’s a lot to

expect from your website. But one of the really fun facts about SEO is this:

It’s

your

party—you decide what you want your guests to do. Now that you

have all of your goals written down in black and white, defining a conversion should

be easy. Here are a few likely examples: users “convert” when they:

purchase a product

fill out an RFI form

view a certain page on the site

subscribe to a mailing list

comment on a blog

phone your 1-800 sales number

Pearl of Wisdom:

For your site, you can define a “conversion” however you want.

Now:

Go to the “Conversions” table on your Goals Worksheet and fill out your target audiences under the

appropriate column. Be as specific as you can!

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