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How​ ​Good​ ​SEO​ ​Makes​ ​Your​ ​Website​ ​Convert​ ​Better

We​ ​all​ ​know​ ​about​ ​SEO​ ​and​ ​why​ ​it’s​ ​important​ ​to​ ​help​ ​drive​ ​qualified​ ​traffic​ ​to​ ​your​ ​website.​ ​But how​ ​does​ ​SEO​ ​actually​ ​contribute​ ​to​ ​your​ ​website​ ​conversions?​ ​With​ ​changes​ ​to​ ​how​ ​search engines​ ​rank​ ​websites,​ ​SEO​ ​and​ ​conversion​ ​have​ ​become​ ​closely​ ​linked​ ​as​ ​search​ ​engines​ ​reward sites​ ​that​ ​are​ ​user​ ​friendly​ ​and​ ​host​ ​relevant,​ ​quality​ ​content.​ ​When​ ​done​ ​properly,​ ​SEO​ ​can positively​ ​affect​ ​conversion.​ ​Here’s​ ​how.

Primed​ ​Traffic

The​ ​base​ ​to​ ​any​ ​SEO​ ​strategy​ ​is​ ​your​ ​selection​ ​of​ ​search​ ​terms​ ​and​ ​keywords​ ​that​ ​are​ ​relevant​ ​to your​ ​brand​ ​and​ ​offering.​ ​Your​ ​SEO​ ​efforts​ ​should​ ​be​ ​focused​ ​on​ ​targeting​ ​long​ ​tail​ ​phrases​ ​that​ ​are pertinent​ ​to​ ​your​ ​business,​ ​not​ ​competitive​ ​broad​ ​terms​ ​that​ ​convert​ ​at​ ​lower​ ​rates.​ ​By​ ​focusing​ ​on specific​ ​longer​ ​tail​ ​phrases,​ ​people​ ​who​ ​find​ ​your​ ​site​ ​are​ ​more​ ​likely​ ​to​ ​find​ ​what​ ​they​ ​were​ ​looking for.​ ​As​ ​a​ ​result,​ ​they​ ​are​ ​far​ ​more​ ​likely​ ​to​ ​convert.​ ​Strategic​ ​keyword​ ​targeting​ ​ensures​ ​your​ ​site attracts​ ​traffic​ ​that​ ​is​ ​ready​ ​to​ ​convert.

Meeting​ ​User​ ​Expectations

With​ ​any​ ​good​ ​SEO​ ​campaign​ ​comes​ ​the​ ​development​ ​of​ ​specific​ ​landing​ ​pages​ ​that​ ​match​ ​user searches​ ​and​ ​expectations.​ ​In​ ​order​ ​to​ ​attract​ ​traffic​ ​for​ ​particular​ ​queries,​ ​you​ ​need​ ​content​ ​on your​ ​site​ ​to​ ​address​ ​that​ ​topic.​ ​Search​ ​engines​ ​have​ ​the​ ​ultimate​ ​goal​ ​of​ ​giving​ ​the​ ​user​ ​a​ ​good experience,​ ​so​ ​it​ ​looks​ ​to​ ​send​ ​users​ ​to​ ​the​ ​right​ ​place.​ ​It​ ​uses​ ​signals​ ​to​ ​determine​ ​if​ ​the​ ​page​ ​was right​ ​for​ ​the​ ​query​ ​(if​ ​the​ ​user​ ​stayed​ ​on​ ​site,​ ​or​ ​if​ ​they​ ​returned​ ​to​ ​search​ ​results),​ ​and​ ​ranks​ ​your site​ ​accordingly.​ ​Developing​ ​landing​ ​pages​ ​that​ ​match​ ​user​ ​intent​ ​is​ ​imperative​ ​to​ ​not​ ​only​ ​ranking well,​ ​but​ ​meeting​ ​user​ ​expectations​ ​to​ ​aid​ ​conversion.

Mobile​ ​&​ ​Speed​ ​Considerations

An​ ​increasingly​ ​important​ ​ranking​ ​factor​ ​a​ ​good​ ​SEO​ ​strategy​ ​will​ ​address​ ​is​ ​your​ ​site’s​ ​loading times.​ ​This​ ​is​ ​because,​ ​as​ ​above,​ ​search​ ​engines​ ​want​ ​to​ ​give​ ​users​ ​the​ ​best​ ​experience​ ​so​ ​a​ ​fast loading​ ​page​ ​is​ ​important.​ ​There​ ​have​ ​been​ ​many​ ​studies​ ​around​ ​slow​ ​loading​ ​times​ ​and​ ​increased bounce​ ​rates​ ​which​ ​are​ ​known​ ​to​ ​negatively​ ​impact​ ​conversion.​ ​Having​ ​a​ ​fast​ ​site​ ​benefits​ ​not​ ​only
your​ ​users,​ ​but​ ​your​ ​site’s​ ​ability​ ​to​ ​rank​ ​as​ ​well​ ​as​ ​convert.
The​ ​same​ ​principle​ ​applies​ ​to​ ​the​ ​mobile​ ​user​ ​experience,​ ​where​ ​strong​ ​SEO​ ​campaigns​ ​ensure​ ​that users​ ​are​ ​provided​ ​content​ ​that’s​ ​usable​ ​on​ ​their​ ​mobile​ ​devices.​ ​This​ ​is​ ​not​ ​only​ ​because​ ​more Google​ ​searches​ ​are​ ​done​ ​on​ ​a​ ​mobile​ ​than​ ​a​ ​desktop,​ ​but​ ​search​ ​engines​ ​reward​ ​mobile-friendly websites​ ​with​ ​higher​ ​rankings​ ​than​ ​those​ ​that​ ​aren’t.​ ​Of​ ​course,​ ​an​ ​improved​ ​mobile​ ​user experience​ ​means​ ​more​ ​conversions for your site.

Whether you are looking to improve your site for SEO or Conversion, both have the ability to positively benefit the other. Strategus specialise in SEO campaigns that benefit not only your rankings but also conversion. Get in touch with us to see how we can help.

​The Strategus Team
strategus.co.nz