Loading ...When most business owners think about search engine optimisation, their thoughts run to increasing their search engine traffic and usually stop there. Using that traffic to increase the conversion rate of a site is something that is usually left for the in-house marketers. This is a fairly short-sighted view of the things SEO can achieve for a business.
Conversions aren’t something that is usually brought up in the SEO planning process. While it’s important to increase the time spent on a site’s pages as part of optimisation, as the search engines take this factor into account, achieving conversions is something that can be left up to the business. It is, however, something that you can use your SEO to achieve, with just a little fine-tuning
Taking it to the next step
There isn’t often time to dwell on the finer aspects of optimising to increase conversions in the initial SEO process. Throwing conversion concerns into the mix can place pressure on the process that it simply doesn’t need. There is time for such considerations after the initial work, though, and this can prove the best time to fine-tune your conversion outcomes.
Waiting to fine-tune for conversions after the first stage of optimisation helps you keep your statistics clear. After your SEO gets you to the right position in the SERPs, you have an unmuddled view of which target groups are coming to your site, and what sort of traffic is failing to achieve conversions. The various statistics that flow in can help you to determine what’s going wrong.
Making use of navigation patterns
Optimisation usually involves some form of site restructuring, based on research on target groups. Your SEO campaign should have laid out some fairly stable paths for your target user groups to travel within your site, and your statistics will show if these paths are being used. If site users are travelling those paths but your conversions are not going up, then clearly the conversion prompters you have aren’t working.
Tracking your users through your site can help you to spot where things are taking a wrong turn. A call to action won’t be as effective if users clearly aren’t flowing past it. Make use of the statistics for time spent on page, as well as pathways through the site, to decide where to put your marketing signifiers.
Conversion optimisation can boost rankings
One of the good things about fine-tuning your optimisation plan to increase conversions is that your reputation with the search engines is likely to improve as well. As more customer searches achieve a satisfying result on your site, your ranking may well go up. This is just one of the reasons that continued attention to your search engine optimization plan is a worthwhile endeavour.
It can help to have your SEO company on board when you want to optimise for conversions, and you can talk to us at SEO Consult Australia. Using SEO to increase your conversion rate is simply a smart use of resources.
Related posts:
- What do you consider to be a great conversion rate?
- Conversion optimisation in terms of SEO
- The page-by-page approach to SEO
- Tracking down alternative SEO outcomes
- What is your site after?
Tags: Conversion Optimisation, SEO, SEO campaign, SEO Conversions
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