Conversion optimization in SEO

Why is conversion optimization important?

The typical questions that all SEO clients ask their SEO consultants are about search engine ranking and about keywords. But is ranking alone the SEO goal for a website?

What about the visitor experience and end conversion of business? If you rank in the top position in the organic search results, get the coveted click and then don't get conversion, what's the use of ranking?

SEO is still important - more important as the competition starts doing it too - but SEO is not a single step. The next step to address in the current SEO ERA is Conversion Optimization.

Select an SEO strategy that includes conversion as a priority for your website!

Setting Goals for the website

Step 1 in conversion optimization

Businesses of all types have a website because they think they have to. Yet many businesses are still asking, "What is the exact use of a website to my business?" Without stopping to answer this core question, each one still knows that his website must rank in the top search engine positions for its keywords. So that becomes the sole SEO focus.

Setting a goal for the website is the first step in Conversion SEO. Without knowing the goal, optimizing the website makes no sense.

SEO Consultants should analyze the business purpose of the website and set a goal. In this, the SEO Analyst proceeds like a market researcher and discusses with the client their traditional and strategic markets. Is the goal direct purchase or is it driving the visitor to a traditional purchase path? Is the goal support of traditional business or development of new business? Determining these answers helps determine which direct competitors to consider in the next analysis steps.

Navigation and Usability

Step 2 in conversion optimization

Navigation and Usability are two primary areas often overlooked by SEO consultants. As a result, this is the place where mistakes are commonly made. The navigation of the site should be straightforward and intuitive.

To achieve this, ask yourself the following questions:

• Does the site satisfy the need or want that caused the visitor to initiate a search in the first place?
• Is it immediately obvious how the visitor can use the site?
• Is the product or service information clearly displayed?
• Does the navigation path either correctly direct the user to conversion or, in some other way, achieve the main goal or goals of the website?

The Conversion might consist of placing an order, calling the toll free number, filling in the contact form, etc. Whatever the desired conversion is, the path to conversion shouldn't ask too much information from the user. If the site makes things hard for the user, it's not worthwhile for the visitor to proceed. Provide options rather than demanding data entry.

Announce any security related information clearly using images or logos. Make sure that information provided requires minimal scrolling. Many users are uncomfortable with scrolling as a navigation method.

Here are a few items to consider regarding button usage:

• Don't use buttons that are elusive or hidden somewhere, like at the bottom of the page.
• If you have a product "WIDGET" then a button "Add WIDGET to the cart" is better than a button that simply says "ADD".
• A button at the top of the page, or another highly visible location, is the best for your primary conversion goal.

Clarity is the goal for each and every part of the path to conversion. Small things can have a big impact on results.

Content and Conversion

Important final steps in conversion optimization

Content is king in SEO. The visitor will get bored reading a lot of long paragraphs and this can interfere with conversion. Do not provide too much information on one page. Keep the conversion goal in mind as you consider what content is really necessary. Split the information across multiple pages and use keyword links to continue on to that info. This approach will provide additional weight in on-page SEO.

Be innovative! Presentation of information is the main purpose of any web page. Work up several layouts and choose the best one by testing which is best for conversion.

• Be sure your content has proper headings.
• Provide information in bullet point lists whenever possible.
• Use images, video and presentations for additional information even though these don't play much of a role with targeted keywords.
• The quality rather than the quantity of the content will help in conversion.

SEO Results

Using Conversion Optimization in concert with a basic on-page optimization will help ensure your online business presence reaches the top in more ways than one.

Source - Conversion Optimization - A New SEO Strategy

Posted in: Conversion optimization,SEO