A high ranking on Google and the other top search engines should always be one of your top goals when you’re working on your SEO campaign. But what are people doing once a search engine directs them to your website? Are they sticking around for a while or quickly clicking away?
When you’re performing search engine optimization, sometimes the focus becomes more about how to outrank your competition and less about the quality of your website (which also affects your page rank). Of course, any reputable and competent SEO consultant worth his or her salt will encourage you to post content on your site that’s engaging for people as well as search engines – and to make sure the site is easy to navigate.
What does conversion look like for your website?
For an e-commerce website, conversion is pretty easy to measure: It’s a sale. But for B2B companies and other businesses that have a much longer sales cycle, the conversion would look a little different: How long do users generally spend on each page? How many pages do they visit before clicking away? Do they seem to be finding what they’re looking for? What needs improvement?
An assessment of your website’s content quality from the perspective of your target audience can help you decipher what topics your content needs to cover to make it more relevant and satisfying for users.
For example, think about the questions your target audience has and consider whether your current content adequately answers those questions. If the answer is no (or “not well enough”), rewrite the content or write new content that addresses common questions and concerns.
Make it easy for users to take action
Ultimately, you don’t just want your website visitors to read your content – you want them to contact you, to purchase something, or even to find the content compelling or helpful enough to want to share it on Facebook or Twitter or pin it on Pinterest.
So there are many ways to make each page contain at least one call to action:
- Use landing pages with specific offers
- Vary your marketing offers to appeal to different types of buyers
- Place Facebook, Twitter, Linkedin, Pinterest and other social media buttons on all or most pages of your website – that makes it easy for users to spread the word about your products, services, or the helpful advice or info you provide on your blog
Better keywords for better conversions
Of course, you still need regular SEO to help bring the users to your website so they can respond to your calls to action. So do the research and look for non-branded, highly-converting keywords that you can use to optimize your web pages.
SEO is an ongoing process, and you’ll probably need to reevaluate what customers are looking for as trends come and go and consumer needs change. SEO for conversions just means a focus on finding new ways to attract serious customers, and giving them plenty of ways to take action once you have them interested.