Loading ...It’s impossible to achieve a goal if you haven’t defined it. Well-defined goals are as central to search engine optimisation as they are to any other form of business, yet it can seem harder to define in concrete the desired outcomes for SEO. The time factor of optimisation muddies the issue for a lot of companies. What you need to begin with is your desired conversion rate.
This may seem like a strange place to start for a process like search engine optimisation which is, after all, search engine optimisation. However, SEO is about more than just getting your pages to the right spots on the search engine results pages. If your SEO doesn’t manage to achieve your business goals it isn’t just letting your business down, it could also affect your long-term ranking. If users don’t stay on your pages, the search engines take note.
1. Define what your conversions are. ‘Conversion’ is an internet marketing term that is most often applied to retail or other transactional sites. Every site has desired conversions. A site that has no transactional features might seem to be exempt, but it’s not. It all depends on your own definition of a conversion. For a retail site, it is when a user makes a purchase. For a blog, it is more likely to be when a user subscribes to the RSS feed. For your site, it is when a user does whatever it is you want them to do.
Defining your conversions is the first major step to achieving them. If you know what path you want your site’s users to tread, it’s much easier to lure them along the way using the usual SEO methods.
2. Lay out breadcrumb paths to your conversion pages. Once you know what your site’s definition of conversion is, you need to figure out ways to turn a user visit into a conversion. Your search engine optimization can help here. In optimising your site, you will probably work on setting out paths for the search engine spiders to crawl between your home page and main pages. These are the same paths that you want your users to follow. Set out clues along those paths to lead a user to a conversion.
For example, say you operate a blog and want to convert casual readers into subscribers. You set out the first breadcrumb on your home page with a tempting segment of your latest blog post. You also hint that subscription is the ultimate goal with a ’subscribe now’ button and a list of recent subscribers or subscriber comments. You tempt the user onto that path, then lead them further in at the bottom of your blog post by suggesting that they leave a comment. On the comments page, you suggest they subscribe again.
Your SEO can and should be used to support your regular internet marketing tactics in this way. Talk to our experts at SEO Consult Australia about how to define and achieve conversions with search engine optimization.
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