Consider the scenario: an internet user types in your main keyword and, thanks to your amazing efforts with SEO, your page turns up top of the SERPs. They read your title and description tags, decide that you’re what they want, and click through.

What then?

Getting into your desired position in the search engine results pages is not the only thing search engine optimization is about. If your click-through rate fails to turn into a conversion rate, then the search engines are eventually going to notice. This will mean an eventual decline in your rankings, but even worse it means fewer conversions in the short term.

The first thing you have to do, if you want your SEO to increase your conversions, is to increase the trustworthiness of your site. This is a far from easy task, and the required steps will depend on your site and the industry you’re in. Trustworthiness is particularly important for e-commerce sites, as internet users are understandably nervous about online payments to new sites.

Here are four things to consider as you optimize your site:

1. Appearance. As with so many things in life, the appearance of a website is one of its most important factors. Although a few other factors will eventually come into play, the appearance of your pages will contribute a large amount to whether your users choose to stick around.

This is something that most site owners are probably already aware of. What may not be so easy to guess is the contribution of appearance to trustworthiness. Just as you wouldn’t hire someone who turned up to a job interview in dirty clothes and unwashed hair, no internet user is going to buy from a grotty-looking site. Your pages need to look professionally designed, without too much clutter, and not too different from your best competitors. You can talk to us at SEO Consult Australia about enhancing trustworthiness with your web design.

Symbols of trust are also very valuable. If you have any trust symbols or seals, display them proudly, particularly on pages requiring transactions.

2. Function. Any time a website isn’t easy to use, certain suspicions are going to be aroused. If your pages take too long to download, an internet user might suspect a virus is being planted in their computer. If your shopping cart or checkout program takes too long to load, similar suspicions are going to occur.

3. Authority. Authority often begets trust, because authority figures are already known and trusted. A retail site like Amazon has its own authority, which brings with it a certain amount of trust. If you’re operating a small site, you need to borrow authority where you can. Stock known brands and try to look as official as possible.

4. Peer support. Another way to establish trust is by establishing your business as part of a known community. If you are obviously known in your industry, you’re less likely to rip off your customers. Reviews are great for SEO, and equally good for enhancing trust. Appearing and acting like your peers can also enhance trust.