By now, you know that search engine optimization (SEO) can be the holy grail of qualified website traffic. And if you have a website, you have a need for conversion rate optimization.
For every site that is run for more than a hobby, there is a desired action you want your user to take once they visit. Too many SEO “professionals” target low hanging fruit to build up numbers without a care for what is in those numbers.
It’s like if I told you I would go shopping and brought back 10 bags of groceries but there was nothing but ketchup in them. Sure, I got you groceries as I said I would, but I didn’t care about the final result since my job was done. Enjoy your Ketchup soup washed down with a tall glass of ketchup!
What Is a Conversion?
A conversion is not necessarily when website visitors complete their goals and achieve closure based on their intent. A conversion is when your website user/visitor completes a goal you defined. Purchasing a product or service may be one goal. Other goals are getting the user’s email, signing up for a newsletter, or phone texts, downloading a white paper, and more.
Conversions can be:
Purchasing a product or service
Requesting information or a quote
Subscribing to future communication
Landing pages and Calls to Action (CTAs) will incorporate conversion factors and tools to increase CRO (online chat services, limited-time-only promotions, etc.)
SEO Without CRO
Maximizing your SEO without generating conversions can be pointless and even detrimental to the business . . . your business. Marketing management company SEO professionals track website traffic and engagement. We know SEO that generates high traffic but also delivers low engagement is the formula for losing money. You’ll have fewer sales and less profit, with more costs for content and services.
Here’s an example:
Our client, Country Air 24/7 HVAC services, is high-ranking when the words “replace AC capacitor” are searched. People all over the world can find Country Air’s information about AC capacitor replacement and use it. That’s terrific, but it doesn’t help Country Air’s bottom line if their website has through-the-roof traffic from people in Great Britain or even Oklahoma. Country Air serves Cypress, Magnolia, Montgomery, Stagecoach, The Woodlands, Tomball, Waller, and nearby Texas communities. Their team of HVAC pros can’t provide heating and cooling services to people in Nevada. This is an example of SEO without intent of direct conversion.
Fortunately, people in Tomball need new capacitors too, but we don’t count this global traffic in their conversion rate numbers. That wouldn’t be fair to the client.
Converting Local Internet ‘Browsers’ Into Buyers
Internet searches are results-driven by intent, not accident. Your marketing company’s SEO professional should use several strategies to increase your conversion rates and convert browsers into buyers. Monitoring the results of those strategies is critical to increasing your business.
Authority
Authority is one of 7 principles of sales persuasion (conversion). This is what tells people searching the internet for your products and services – your potential customers – that you are credible (professional affiliations, etc.) and trustworthy (reviews and testimonials). Increasing authority content on your website pages can increase conversions.
Search Intent
SEO for conversion considers the words users might use to search for your product or service. If your service includes tree trimming, the words “trimming,” “pruning,” or “landscaping” might be used.
However how many of those searchers are looking for DIY help? That’s why a lower traffic term like “Landscaping in The Woodlands”, though lesser searched, will result in higher conversions.
Most frequently used queries (searches) are:
Informational (seeking knowledge)
Navigational (searching for a website/business name)
Transactional (searching for product/service with intent to buy)
Geotargeting
Another strategy we use is specifying a search radius that doesn’t overlap your competitors’. Geotargeting is structuring your website’s content to target internet searchers geographic location (country, region, state, metro codes, zip codes, IP addresses, ISPs, and organizations (.edu, for example).
Social Media
Magnetic, shareable content on social media platforms will draw more people to your website and increase conversion rates. Your website testimonials and outside reviews are influencers, but Hubspot® says 70% of people are more likely to buy online if others recommended the product or service. If your social media favorable reviews increase and your own posts generate more engagement and shares, conversions will soar.
SEO and CRO Management Local Experts: Modern Marketing & Media
Your business is managing your business. Maximizing SEO and conversion rate optimization is really… well, none of your business. To increase profits, remain competitive, and become a local business leader, you need our services:
Advertising marketing
Affiliate marketing
AI marketing
Audio marketing
Authority content marketing
Content marketing
CRO marketing
Direct mail marketing
Email marketing
Influencer marketing
Mobile marketing management
PPC marketing
Reputation management
SEO marketing
Video marketing
Web design
Temporary ranking spikes are always good, but our goal is for your website to have consistent, profitable conversions. This takes time and careful management by a team of marketing experts. Our online marketing and media management company truly wants customers to connect with you. Modern Marketing & Media SEO professionals can help you convert website visitors to customers.
FAQs
Two of the frequently asked questions we receive about conversion rate optimization are:
Shopify says if your 2024 ecommerce conversion rate is above 3.3%, you’re doing very well. A conversion rate between 2.5%-3% is solid, but there’s always room for growth. A rate below 0.5% needs improvement.
Include FAQs in your content. Frequently asked questions often convert visitors into customers, especially if you:
Include the right questions; literally, use the questions you are most often asked.
Put FAQs on landing pages.
Request your SEO professional markup FAQs for Google rich snippets.
