Google’s “semantic search” concept is an innovative approach to search queries. Queries on the search giant aren’t just analyzed as individual words, like the way most search engines deliver results. Google’s algorithm is trained to read and understand a user’s query, drawing on past queries and lots of Web browsing data to determine exactly what the user is searching for and deliver those results.
You can build a semantic style startup too, one that that tests theories and uses that data to help increase conversions and improve the quality of your product.
Learn Your Industry
A unique skill that entrepreneurs must possess is the ability to look objectively at one’s competition to discover what they do better. The copy and messaging your competitors use has often been finely tuned to get the most conversions for that niche. If you see others advertising on AdWords, try running a campaign there with some ad extensions to direct customers to your product pages or get more phone calls.
Websites like Alexa collect some statistics on your competition that you can view publicly, like the age range of people who visit your competitors or which part of the country they live in. With this data, you can learn and make guesses as to what customers expect when they visit your page. You’ll get a better return on your investment if you study your market carefully instead of shotgun blasting your ads around the Web.
Any individual in business for himself must resign to a life of hard work and constant education. For instance, the health industry is in for some major changes that software developers can capitalize on if they know what’s expected. Changes to health information technology have created openings for developers to design the programs and infrastructure needed to connect patients, doctors and health care professionals. The old generation of office paperwork is on its way out, and candidates looking to get into this field can now learn more than ever from online universities offering degrees and certifications in those fields.
Educating yourself does not necessarily mean returning to school. Independent certification or accreditation from institutes and seminars can also help someone with an existing skillset expand their abilities. In the case of software developers, a certificate in health care will help teach the necessary jargon and common practices hospitals face to make software design for that industry more intuitive and easier to understand.
Test Your Ideas
Very rarely is your first campaign a huge success, so you’ll often need to test out new ideas to increase conversions. Even a campaign that launches with a strong conversion rate can often undergo testing to increase the efficiency of that campaign. That means writing new copy, playing with the arrangement of the elements on your Web page and trying new forms of customer outreach is crucial to expanding your business.
You should also figure out which forms of traffic are the main factors behind your conversions. Perform testing on those platforms, then port the successful changes you find to other sources of traffic. If you work primarily with PPC and find a formula that works, try that formula in a cost per view campaign and see if you can grow your niche on other networks.
Invest in Technology
Just like Google had to invest in its search algorithm, so too will you need to invest in technology for your business. Software that automates your workload or keeps track of your task lists are all small investments with large payoffs overtime.