When the old wild west medicine salesman used to ride from town to town on his horse and cart, he'd set up in the middle of the street and immediately try to gather as large a crowd as possible.
Then he'd start his sales spiel and, as he went on, other people would join his audience and some would drift away. His aim was to end up talking to those he could best persuade to buy and then to work hardest on them.
The process is no different with your own website, expect you have the chance to work more effectively at thinning out the crowd by removing those who are not interested in your products or services, and then working closely to convince those who are.
Geo-targeting and categorising your landing pages is a powerful way to make terrific progress towards this goal. If you know exactly who you are trying to speak to, and where they are likely to be based, then you can personalise your landing pages to instantly gather their attention and keep them on your site.
You can carefully target specific keywords that you know will resonate with those clicking through from a search. Our medicine salesman did the same. His bottle of liquid might be a "cure-all" – or so he claimed. However, the moment he spotted anyone in the crowd obviously suffering from a certain condition, then the magic elixir would instantly become particularly potent in offering a cure for that ailment!
When you consider the keywords to use, make sure you do so from the searcher's point-of-view. It isn't simply about what your product is or what it does; it's about what it offers to your potential customers – solutions to their problems, how it adds to their life etc. For example, a printer repair and service operation aims to keep a company's equipment running smoothly. Fine – but the person searching might be more interested, at that moment, in finding a quick repair for the machine that is currently inoperational.
Well-created landing pages would flag both situations to gain an effective response. Thinking carefully about your products or services in this way greatly helps to maximise your website conversion rate optimisation.