What is ‘Just One Thing’?

Just One Thing (JOT) are a series of blogs and articles that are designed to focus on just one thing you can do with your website in order to get stronger results.

Sometimes the JOT will involve using the A1WebStats software to demonstrate the point, but this isn’t always essential (other analytics software may be able to work in a similar way).

 

Traffic from Google Images

Do you know how much of your website traffic is coming from Google Images searches?

And if you do, do you know how useful that is?

And what can you do to gain more benefits from Google Images traffic?

The answers are here …

 

Step 1 – Question Yourself

Is it at all feasible that someone ‘useful’ could find your website via a Google Images search?

Let’s look at a typical scenario …

Mrs Jones wants to buy an oak kitchen.  She could do a normal Google search or she could go to Google Images and search on ‘oak kitchens’.   Is she more likely to respond to a view like this …

 

 

 

 

 

 

 

 

 

 

 

 

Or this …

 

 

 

 

 

 

 

????

We suspect that she’s going to be more visually-led and will browse through those Google Images until something jumps out at her.  Then she’s going to click through to websites related to kitchens that appeal to her.

But we don’t all sell kitchens.

What is it that you sell and could it be something that someone may use Google Images to search for?

If you think it is then go ahead and use Google Images to search for what you offer and see what appears.  If you don’t appear in those results then there are plenty of opportunities to capitalise on (ask us if you need some free insights).

If you don’t think that Google Images could bring you relevant website traffic then you may still gain something by searching on keyword phrases and seeing if any of your competitors appear.   Maybe it’d be worth thinking outside the box a little – you may think that image searches have no relevance to your website, but with a bit more digging you could change your mind.

As an example, you may offer car leasing.  Ask yourself the question: “do people interested in certain models of cars use Google Images searches?”.   That person may be initially thinking about a car they like, perhaps thinking about buying it.  If they find images of that car and click through, they may then think “hmmm, actually, leasing could be a better option”.

In short, just because competitors may not use Google Images as part of their strategy to pull in website traffic, it doesn’t necessarily mean that you shouldn’t bother investigating further.

 

Step 2 – Analyse Your Google Images Traffic

If you’re using A1WebStats then it’s easy to see how many visits you’re getting from Google Images visibility.

Simply use the Referrers report and you’ll see Google Images appear, similar to as shown within the screenshot below …

 

 

 

 

 

 

By clicking on the tick box (next to Google Images) and creating a report, you can get a full report on each individual person who came to the website via Google Images, including which pages they went on to look at.

For an example of this type of data you can see, click on the link below:

http://www.a1webstats.com/stats/view-report.aspx?ReportID=9B7D261C-F465-46DC-8751-D4367AC02E11

What this shows you is information that often includes the search phrase typed into Google Images and it always shows you the path that each person took through the website.  As you can see from the example link above, a click from a Google Images search can lead to lots of pages being viewed.

 

Step 3 – Raising your visibility in Google Images

Being realistic, the majority of people that search for something in Google Images, are not going to be potential buyers.  They could just be casually interested or need an image for something they’re working on.

What you should be interested in are the small percentage who ARE potentially useful to you.

Take the example of that link http://www.a1webstats.com/stats/view-report.aspx?ReportID=9B7D261C-F465-46DC-8751-D4367AC02E11 – that shows just 7 visitors who went to the website (from Google Images) and looked at a few pages (within a week).   There were actually a lot more Google Images visits but we’ve shown just those that are of most interest/value.   If that business had only those 7 visitors in a week then the opportunities to convert them to enquiries/business aren’t great.  But what if they had 70, 170, 270, more …

Quite simply, the more traffic there is from Google Images, the more potential there is that some of those visitors are going to be potentially useful.

The business given in that example create highly exclusive swimming pool designs that are only affordable to a tiny percentage of the world population.   Of the visitors to their website (coming in from Google Images), it would be surprising if even 1% were the target market.  Therefore, by raising the visibility within Google Images, the chances of getting useful visitors becomes higher.

If you use the Referrers report within A1WebStats you’ll see how many visits you get (from Google Images searchers) within a period of time (e.g. a month).   If the number is quite small (and you see the value on using images to bring traffic to your website) then you need to identify ways to boost your visibility in Google Images (again, ask us how if you’re not sure).

 

Step 4 – Consider calls to action

Assuming that you’ve got reasonable levels of visitors coming into your website pages from Google Images visibility, what do you need to do in order to get more of those people interacting with you more?

Ignoring the majority of visitors (those who have no wish to buy anything) and focusing just on the minority, what calls to action are there on the page(s) they land on?

As an example, if you sold oak kitchens then calls to action could include:

  1. Link to look at a bigger gallery of kitchens completed.
  2. Link to a guide on how to keep an oak kitchen maintained.
  3. Link to a page showing which regions are served.
  4. Link to a testimonials page.

Calls to action will differ between industry types.  Here at A1WebStats we’re not big fans of the common “give us your contact details to receive something exclusive” approach.  However, we do like the idea of linking people off to something else, which doesn’t require their contact details, but which may make them more receptive to having a dialogue.

What’s in the mind of the person who has found you via Google Images?  How can you give them something that takes them further than the page they landed on?   If you’re not sure, then feel free to contact us – we may have some (free) ideas that would be useful to aid your thinking.

 

Step 5 – Ongoing measurement

It will certainly be useful to record, from month to month, any increases in visitors via Google Images.  This gives you incentive to continually increase those figures.

You can also use A1WebStats to create automated reports that will show you how well your Google Images visitors are interacting with your website pages.  Through the Advanced Reports function you can set up a monthly report that will show you the number of people who came from Google Images and went on to pages that are important to you (for example, a link to another page from the page they landed on). By recording the percentages of people who go further than the landing page you always have a figure to be trying to beat, which usually comes from ongoing tweaks to the landing pages that will persuade more people to dig deeper into what you have to offer.

 

Google Images joy

It’s a great feeling to get to the point where you know for sure that a Google Images search has ended up as a useful enquiry.   We’ve seen this happen with various clients and although it is a numbers game, it’s free traffic to a website and so is well worth considering.

 

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