August 19, 2010, 2:32 PM

Online marketers eye better links and less landing page clutter

SeeWhy survey also shows that social media is a focus for the next year.

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Building better links and reducing clutter on landing pages represent the top priorities over the next year of online retailers that hope to improve natural search rankings and boost conversion rates, suggest survey data from SeeWhy, which sells services that help retailers convert visitors to buyers and reduce abandoned shopping carts.

The online poll of 221 online marketing professionals, conducted July 27, found that 42% consider link building as their main priority for search engine optimization over the next 12 months. For instance, encouraging other sites to link back to a retail site can boost search rankings.

“Marketers have taken on board the changes made over recent months by Google to prioritize quality and diversity of links in search results over the content itself,” the report says.

21% of survey respondents, meanwhile, said they would focus on integrating with social media—using Facebook’s “Like” button is one example‑‑to improve search rankings.

Beyond search engine optimization, 51% of respondents said they would focus over the next year on reducing clutter on landing pages. “Landing pages have been added to gradually over time at the expense of simplicity and simple strong calls to action,” the report says.

 

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