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.
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