Your efforts to increase website conversion must include several optimisation methods such as understanding the needs and wants of your target audience, giving them useful and relevant content as well as solve their problems, and making the whole experience pleasant throughout the conversion journey - all these involve search engine optimisation (SEO).
As we all know, website conversion is the ultimate goal for every web page content - people visiting your site should respond to the call-to-action of your page, whether it’s to submit a price quote request or to buy a product.
So, today, we’ll talk about how SEO can help you increase your website conversion and more. Let’s get started.
What is SEO Conversion Rate?
Your website conversion rate is determined by dividing the number of times the users in your site complete a web page goal (i.e. subscribing to a podcast or newsletter, or buying a product) to the number of visits (also known as web traffic) that particular web page gets.
So, you must be very clear with the goal of each web page - and make sure that your Call-to-Action (CTA) on each page is prominent.
Take a look at this example below:
Now, to get your website conversion rate more efficiently, we recommend that you utilise Google Analytics - it is an excellent tool in both SEO and conversion optimisation because it helps you see your conversion rate goal as well as track your actual website conversion rate.
Types of Website Conversion
There are two primary types of web conversion: micro-conversions and macro-conversions. Examples of micro-conversions in websites:
Subscribing to a podcast
Signing up for a newsletter
Sharing your content to social media
Clicking on the next article related to the web page
Examples of macro-conversions in websites:
Submitting info to your web contact form
Requesting a price quote
Subscribing to a service you’re offering
Buying a product from your website
Now that we’re on the same page when it comes to determining your website conversion rate, as well as the types of conversions, let’s dive right into how SEO helps to increase website conversion, and see how you can start a strategic and effective search engine optimisation for your site.
SEO Keyword Research Method Lets You Identify What Your Target Audience Wants
Every search engine optimisation starts with keyword research. In fact, SEO cannot exist without targeting popular search terms - these keywords determine what your potential customers want.
Remember that knowing what your target audience wants is essential in converting these site visitors into raving fans or repeat-buyers.
So, getting the right keywords will help you craft relevant and useful content that will compel people to patronise your business and take advantage of your services or buy your products.
In SEO, conducting strategic keyword research to get the right search terms to target often require the following:
Choosing primary and secondary or related keywords
Analysing the average monthly search of the keywords as well as the search and paid difficulties (Pro Tip: Keywords with high monthly average search and with low search and paid difficulties are easier to rank)
Targeting different types of relevant search terms in your content such as LSI (Latent Semantic Indexing) keywords and question-based or long-tail keywords
You can use free online keyword research tools such as Keyword Planner by Google, Keyword Surfer, and Ubersuggest.
For long-tail or question-based keywords, you can use Answer the Public, Google Trends, or utilise Google’s People Also Ask section in their search result pages - these tools better help in identifying more specific search terms that people are currently using whether it’s a browser search or voice search.
SEO Requires You to Produce High-Quality Content Which Attracts Fans and Customers
Content is KING in SEO - this means that for your web page to rank, it has to have ultra-relevant, useful, and easy-to-digest content - these are also the content qualities that make your site visitors become your raving fans, and most importantly, purchasing customers.
According to Google’s ranking factors, a web page content that attracts both search engine bots and users possess the following:
Strategically placed target keywords in the title tag, description tag, and H1 (Heading 1) tag
Primary keyword appears at the beginning of the title tag
Primary keyword and related keywords appear in the body of the content naturally - also known as keyword density
LSI (Latent Semantic Indexing) keywords are used in the content
The content length reaches at least 1000 or 2000 words
Table of contents linked to H2s (Heading 2) throughout the page
The web page content discusses the topic in-depth
The content is fresh, recently published or updated, original, and relevant
Well-optimised videos and images with alt texts, title, and description are found in the content
There is a strategic internal linking to other important and related web pages in the site
Outbound links pointing to other relevant and authoritative sites
High-quality links coming from relevant websites (Pro Tip: This happens if you publish great content continually)
The content has excellent spelling and grammar
The web page content has a relatively short URL
Numbered-lists and bullets are used to break eye-straining blocks of texts
The content is placed in a user-friendly, mobile-responsive, and fast-loading web page
These don’t complete the list though - other SEO factors such as click-through rate, bounce rate, and dwell time can determine whether your website visitors find your website easy-to-navigate, relevant and useful.
SEO Increases Visibility and Traffic to Your Web Pages Purposely Created to Convert
You see, it’s not enough that you’ve researched the perfect keywords to target and that you’ve crafted the best content out of those target search terms - if people don’t see your web pages in the first page of the Search Engine Result Pages (SERPs), consider your efforts to be in vain.
So, it is crucial that your pages can rank at least on the first page of the SERPs, if not on top of all the competition out there - this is why SEO is necessary if you have a website, mainly if you publish several web articles in a month.
A study revealed that the first page of Google gets the lion’s share of the clicks in all search results around the world with 75% of the clicks going to the results in the first page of SERPs - 33% of this share goes to the first position, 15% of clicks land on the second position, 9% of clicks go to the third position, and the percentage dramatically drops from there.
To make sure that your business doesn’t get left behind, feel free to talk to the experts in SEO and website conversion.
SEO Helps in Achieving an Improved User Experience Which Increases Conversions
User experience became the number 1 priority of Google ever since the Hummingbird update. Apparently, as the leading search engine in the world, Google cares so much about what its users go through in their search journey - this is probably what keeps Google on top of its competitors.
After all, people will always choose the most advanced and easy-to-use browser. So, user experience (UX) is an utmost priority.
Also, it’s no secret that people are more likely to buy from websites that are user-friendly, fast, and have an insightful site structure.
You see, SEO methods such as ensuring that a web page is mobile-responsive, fast-loading, and bears a strategic linking structure that allows a customer to only take a few clicks from the home page to the product page, for example, are vital in providing the best user experience your potential customers can get online.
You can use SEO tools such as Google Search Console’s Mobile-Friendly Test and PageSpeed Insights to make sure that your web pages look good and load fast in any device.
You can also get your site audited for SEO if you think that you need to get your site structure fixed or, most importantly, work on starting to provide a better user experience for your potential customers.
SEO Boosts Your Web Pages Load Time Which Greatly Impacts a Customer’s Conversion
Just like not ranking in the first page of the search engine results pages, if your website loads too slow, your conversion optimisation efforts will be put in vain - no matter how great your target keywords are and no matter how good your content plan is, your web pages won’t still convert as much as you need and want.
Because the majority of your target audience will not wait for your website to load just to pay for your services or buy your products.
A study revealed that 47% of average website users expect your site to load within 2 seconds, and 40% of search users will leave your site if it takes more than 3 seconds to load.
See how crucial load time is? Take a look at this chart from Walmart when they conducted a study on the impact of load time on their site’s conversion rate.
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SEO Reports Helps You Determine Which Web Pages or Content Your Customers Like and Don’t Like
Since conversions start with giving your potential customers what they want, it doesn’t mean that they will always like what you give them.
So, you can leverage SEO analysis tools such as Google Analytics and Google Search Console- these tools can show you monthly reports of how a particular web page is performing in factors such as ranking, web traffic, click-through rate, bounce rate, dwell time, mobile-responsiveness, speed, and most importantly, website conversion rate.
The numbers in these determining factors can tell if your site visitors like or dislike the content or performance of a specific web page. So, it’s best to respond with these SEO reports accordingly to make sure that your site visitors like what you have - so you can easily entice them to convert.
So, Will SEO Increase My Conversions?
If you’ve read the entire article, the answer is a resounding YES.
SEO has a symbiotic relationship with conversion optimisation - they complement too well because the primary goal of search engine optimisation is better user experience. If your site brings excellent value and convenience to search users, you will find yourself on top of the search results, and you’ll relatively see your website conversion rate skyrocket.
So, not using SEO in your efforts to increase website conversion is a massive mistake. If you want to learn more about how to increase website conversion, talk to the website conversion experts.
Managing Partner, has been building Delante since 2014. Responsible for international SEO strategies. He has a strong analytical approach to online marketing backed by more than 12 years of experience. Previously associated with the IT industry, as well as the automotive, tobacco, and financial markets. Has experience in creating scaled processes based on agile methodologies.
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