The goal of search engine optimization (SEO) is not just to increase site traffic or improve your visibility in search engines. Those are the stepping-stones to improve real, revenue-driving conversions, as well as to encourage existing consumers to come back to your brand time and time again.
Understanding how SEO connects to real-world business can reduce investment fear and improve your overall marketing strategy.
Conversion rates measure the percentage of customers who complete a call-to-action (CTA), for example, go on to buy a product after visiting the website – in essence, the customers who actually shop with you.
SEO and conversion rates are directly related, since SEO must focus on increasing conversions when delivering traffic to a website.
If SEO does a good job at directing qualified traffic to a website, you’ll see the results in your conversion rate. Similarly, if your SEO isn’t helping you, you’ll notice a drop-off in conversion rates.
Do you know if SEO is helping your overall conversion rate?
The first step in understanding whether or not your SEO is increasing your conversion rate is to assess your current SEO. Understanding the intentions of your website visitors is the key to cracking the conversion-rate code.
Not all customers are here to buy. It may be the goal, but it’s simply not the reality.
Google’s digital marketing expert, Avinash Kaushik, breaks down website visitors into three categories – see, think, and do:
- The largest possible audience your website can have makes up the “see” traffic
- The viewers who are contemplating a purchase comprise the “think” traffic
- The “do” traffic is definitely looking to buy something
By following these guidelines, website owners can structure their content according to what will ensure them the highest possible conversion rate. If you cater to each of these categories, instead of just the “do” clients, you will greatly improve your conversion rate.
Does your SEO need a check-up?
Put yourself in the user’s shoes, and ask these questions:
- Is the site user-friendly? Easy to navigate? Visually appealing?
- Are you using other forms of content, such as visual aids or videos? Is the content relevant to users?
- Does the site have an easy-to-use conversion process? (e.g., a button that signs up users for a brochure? Easy checkout method?)
- Have you covered all of your multichannel bases? In other words, does your site work on more than one device?
- Are you involved on social media sites?
If you said no or are unsure about your answer to any of these questions, you might consider enlisting the help of an analytics team. All these things are vital to the health of your SEO.
Google keeps track of your social media hits, who’s talking about you, and how long people are staying on your site – not just the number of visits your site receives. Make sure you pay attention to each factor that contributes to SEO, and not just one of the many.
Your website must cater to the needs of every visitor, not just to current subscribers or people who have made purchases in the past. The end-users you’ll want to convert are those brand new to your site.
Remember, optimizing your search engine results can only increase your conversion rates, so don’t hesitate. Start optimizing for conversions of organic traffic today.
Featured Image Credit: Flickr user, Joe the Goat Farmer. CC 0; Public Domain.
Tommy Landry
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