Direct Response & SEO

Historically direct response landing pages and SEO didn’t go hand-in-hand.  Search engines looked for content rich (telling) pages.  You know the type: 400 words or more per page, 5% usage of the keyword you’re targeting, backlinks, etc. etc.

Basically the antithesis of a direct response page: graphic rich, selling not telling pages.

So direct response marketers focused on building out pages for media buys.  Our goal was to find that sweet spot on high traffic websites.  We could literally turn  traffic on with 1 click and pull in thousands of sales a day.   Then with 1 click the traffic is turned off.  Poof, magic to the unassuming advertiser.

A few weeks ago something awesome happened that I’ve never seen before.  After pausing a media buy we kept getting orders.  I’m not talking about a few orders here and there trickling in.  No sir.  We started receiving around 70-80 leads a day.

Apparently Google ranked our direct response page.  We used a few commercial intent keywords on our page, however they were all in the metatags.  The front end of the site was multiple spliced images.

In January Google promised to make a major change in it’s algorithm.   Indeed Google followed through its promise – with a change so big that it affected 12% of domestic searches.

Google is now paying closer heed to the users experience on a website.  Are users filling out the call to action and purchasing?  How are people reacting to the page?

While the above factors have always played a role in SEO, other factors such as backlinks held much greater significance.   Over the course of this year we will witness search technology that begins to interpret the users experience on our websites at a whole new level.

This is an exciting change that will affect direct response marketers in a positive way.   When you invest in high volume traffic your pages may start to get ranked organically.  Read more about this exciting new search update via my friend Vanessa Fox’s article on the most recent SMX West Expo.

Note:  Affiliates running these large buys were coined super affiliates.   Once you peel back the onion there’s really nothing super about it.  It’s just a matter of economies of scale.