Search engine optimization drives visitors to your website. Conversion optimization allows these visitors to become leads, and eventually customers. But in reality, the two concepts are not nearly as separate as these simplistic definition shows. In fact, a thorough SEO analysis can unearth best practices that will significantly impact your conversion rate. Consider these 5 tips to get started.
1. Stay Consistent
First things first: in any search engine optimization strategy, consistency is absolute key. Put simply, you cannot focus on keywords that you think are most likely to convert, if the pages you are optimizing don’t actually support the emphasis you place on the keyword.
In other words, you need to avoid cognitive dissonance at all costs. When your audience first comes across your website in the course of a Google search, the results they see need to be carried through to the pages they’re about to visit. It’s the only way to encourage them to take the next, conversion-focused step.
2. Carry Through Your Call to Action
Speaking of consistency: do your page titles and descriptions mention or at least suggest the call to conversion that the page on which visitors land will make explicit? If not, it’s a relatively simple fix that could nonetheless have a significant effect on your lead and customer conversions.
If the conversion goal is an eBook download, let your audience know exactly what content they can expect. If you’re looking for eCommerce shopping cart conversions, mention the product name and a reason (such as a discount) to buy now. From the moment they learn about you on a search engine results page, they should have an idea of the conversion you want them to undertake.
3. Optimize Your Conversion Pages
Another way to build your SEO strategy with a conversion focus is to make sure that your most important landing pages are also your most optimized ones. A sign up page for a webinar, for instance, should be easy to find for anyone searching for related keywords on Google.
Here, it makes sense to avoid internal competition. To stay with the above example, promoting your webinar through SEO should happen with unique keywords. When the goal is conversion, you don’t want to lead your audience to any pages on which they cannot easily register, and convert to leads.
4. Target Long-Tail Keywords
Forget, for a second, about generic business or industry-related terms that your audience might search for. Instead, focus on the specific questions and phrases they might use when they are ready to convert and either give you their contact information or become a customer.
Someone searching for ‘insurance agency’ might not necessarily be ready for a conversion. But when the same person starts searching for ‘tips to find the right insurance agency’, their chances of actually following through once they find your website increase drastically.
5. Monitor Your SEO Efforts For Conversions
Finally, it makes sense to optimize your SEO reporting and analytics strategy for conversions. If you already take advantage of search engine optimization, chances are that you track the success of your keywords and overall traffic. Now, look to add a second layer to these metrics that allows you to understand not just traffic, but conversion success.
For instance, you might find that a certain keyword leads to a lot of traffic, but hardly any lead conversions. Another one, on the other hand, generates less traffic but with a significantly increased lead conversion rate. Which is the one you should focus on? Once it’s laid out in conversion terms, the answer becomes obvious.
Don’t make the mistake of treating SEO as a simple traffic generation tool. Used correctly, it can become a powerful help in improving your lead and customer conversions. Using the above strategies, you can up your SEO game and increase your digital marketing success.