The goal of search engine optimization (SEO) is to improve the visibility of your website and attract visitors, without having to pay for every click. When done correctly, SEO is much more than that. With SEO, you can improve website conversions. Capitalizing on what search engines are looking for with value-based usability and quality authoritative content, you can be successful.
Let us explore just how search engine optimization can play a role in helping your website drive traffic for better results.
Entice Qualified Traffic Through Strategic Keyword Targeting
Talking about keywords can be a heavy subject, so here is a brief summary. The key to choosing good keywords is to know your sales funnel and customer. You need to know how they go about the process of realizing they need your product or service. Research what your targeted demographic needs and then determine the process, they will go through to be able to receive the product or service they desire.
Keywords should contain:
Fat-head keywords - Fat-head keywords are those super-popular keywords that get the highest search volume. These are words that directly describe your company, like “sporting goods” or “children's toys.”
and
Long-tail keyword phrases - Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they're closer to a point-of-purchase or when they're using voice search.
This strategy allows you to capture individuals at the exact moment they are in the sales funnel process. Consumers that enter the keyword phrases during their search for products or services will be more likely to find what they are looking for and more likely to buy or generate a lead for your business.
Create Landing Pages to Match Where They are in the Process
The next step is to create landing pages to match the consumer buying process. Whether the customer is in the research or buying stage of the sales funnels, the landing pages need to match where they are in this process. Plan how you use your keywords based on these pages to see an increase in how likely consumers will take the next step in the buying process.
Your landing pages must be structured to rank based on a certain set of search terms, or you will not be able to rank for those terms in search engines. Fill landing pages with content that is needed to achieve rankings as well as an authority on a subject. Provide your customers with the information they are looking for more efficiently so that it will increase the chances that they will convert.
Improve the Load Times of Your Website to Bump Up SEO Rankings and Conversions
Google and other search engines rely on delivering results that will improve the user experience. One of these results includes the load time of websites that come up when a user clicks in the search results. No consumer wants to wait for a page to load, even if it takes thirty seconds. Consumers will move on to a competitor if load times are long.
When visitors hit the back button or do not click through to other pages, this action causes the bounce rate of the website to increase. Google has stated that they consider bounce rate and load times when determining search rankings. You want your site to load well, so this issue does not become a problem.
Make Your Mobile Experience a Good One
This topic is one that has been ongoing for three to four years now. While most businesses do have a website, many still do not provide a quality mobile experience for users. Mobile use has increased drastically, and as mobile tech continues to advance, many consumers use their mobile devices and do not even own a laptop, tablet, or desktop computer.
Search engines consider the fact that mobile use is so prevalent and is delivering results based on how user-friendly the mobile website is. Google has warned that their first mobile rollout is in the process and websites that are not mobile-friendly will be impacted.
Include links throughout your content so visitors can read more on a topic. Make sure that the link relates to the topic so you do not frustrate your visitor. Learn more about Internal Linking Strategy.
Summary
When it comes to search engine optimization, there are a few simple steps you can take to improve conversions on your website. Search engines value usability now more than ever before, so following the best practices of SEO will see an improvement in the user experience on your website. If you are focused on usability to convert more visitors, you will be bringing your website up to date with the most current and effective SEO practices.
If you have questions about this topic, need help with SEO, or improving the conversions on your website, let us know. We are happy to help!
Hear from a few people we have worked with...
“Richelle shares a wealth of knowledge unselfishly and is a great person to have on your business building team. Check her out.” ~ Joe HaynesOur Services
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