Page ranking, increases in traffic, social media signals…
Whether you’re starting your campaign or are looking to hire SEO specialists to do so, these things will come up a lot, and make no mistake, they are incredibly important. But that’s not what this whole SEO thing is really about is it.
Of course you want people to be able to find your company as fast as possible. Of course you want more people to visit your website and, yes, social media signals are getting more important by the minute, it seems.
However, the bigger picture, the greater good, when it comes to all this SEO work and strategizing, must be about conversions.
You want more people to find and discuss your company and gain a level of interest, but it has to be about more than that; you want to turn that interest into action.
SEO and conversion go together like a horse and carriage.
You can’t have one without the other. Search engine optimization is all about improving web presence and appearance, with the central goal being to generate leads. You can’t convert a visitor into a customer if they never show up or don’t know where to find you in the first place.
Effective SEO specialists will formulate a plan that allows you to target a specific audience, boost page and keyword rankings, raise overall brand awareness, and increase traffic. This will promote a level of trust within your industry and, hopefully, gain you a social following along the way.
After that basic SEO work gets you to that initial encounter, conversion is the next and most crucial step. Rankings won’t mean much if none of those visitors you’ve managed to draw to your site are taking any actual action.
The goals here are very simple: to grow the business and improve the ROI by gaining more paying customers. So, let’s dive into what it takes to convert and some of the tools of the trade.
It’s like they say, “Measure twice, cut once.”
Before setting out to make any adjustments, you want to get a lay of the land. Define your objectives and go over your site’s current performance status to find the traffic sources that result in the most conversions, and which areas are struggling.
There are a few things you should be looking for during this phase, such as how the organic search traffic coming to your site compares with the overall traffic in terms of the conversion rate; which types of webpages convert best, whether they’re category or product pages or something else; and which keywords drive the most traffic and sales.
You can gather this data by using tools like Google Analytics. This allows you to tag URLs with customized tracking parameters. Then, when users click on one of those custom URLs, that information is tracked, allowing you to identify which pages are having the most success, and which need a hand.
You’ve pinpointed the problem, but it’s far from solved.
Once you or your SEO specialists are armed with the data about your website’s current performance and conversion rates, you need to determine the whys. Why do visitors convert? Why don’t they?
The solution will be dependent on the specifics of the exact problem. For instance, a company may find that they’re getting solid organic search traffic, but that it’s headed in the wrong direction, to pages with inherently low conversion rates like blogs, which don’t commonly contain a call to action.
The issues with conversion rates vary based on the company, its unique goals, and the industry competition. No matter what you discover, the next step remains the same.
You need the numbers, whatever they may indicate. Whether your site is just in need of some tweaking and rearranging or a more in-depth overhaul is required, you need to know what’s broken before figuring out how to fix it.
You’ve got them right where you want them, now is the time for action.
One of the best ways to convert visitors to customers is to serve them up what they came to you for, relevant information, and serve it up graciously. We talk a lot around here about content being king, and this is just another testament to its power.
Whether it’s informative, helpful, educational, or simply entertaining, visitors will give a lot more time and consideration if you do what it takes to keep their attention. You’ll not only gain respect and trust, but conversions.
Short paragraphs, frequent sub-headings, and media…LOTS OF MEDIA. Boredom may be the number one killer of conversion and, today, online visitors expect some flair.
That can come in the form of images or video that help people further understand your brand or personality. Just be careful not to create a distraction that sends them elsewhere.
Design, proof, and trust.
Shorter paragraphs help make it more pleasant for visitors and, really, be careful not to give too much information at any time in general. Don’t ask for too much from visitors in terms of forms or navigation either.
The entire design should be created with user ease of access in mind at all times, even down to any type of ACT NOW button. You need to consider your user’s intent in order to deliver the fitting user content.
Lastly, the proof is in the pudding. If boredom and distraction are the killers, then proof and trust are the cornerstones of conversion.
Whether it’s badges, awards, certifications, or reviews; they all work. Testimonials from other trusted sources can be especially effective.
A successful conversion = a successful business.
A conversion is simply an action that someone performs on your company website that was a predetermined goal of your business. A successful conversion implies that you’ve taken the appropriate measurements of your rates and the necessary to steps to improve them.
It means you were able to predict what people would want in order to convert and when, and where they want it. A successful conversion means you’ve taken the right actions at the right time, and that, in doing so, you’ve gotten your target audience to take action as well.
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