How Should You Use SEO to Boost Conversions?
Remember that some people treat conversion rate and search engine optimization as different marketing strategies. That is why they create lousy and less effective performance when choosing only one process instead of both.
When understanding the marketing funnel perspective, you should know that Search Engine Optimization is one of the most critical factors in ensuring funnel marketing by reaching organic or unpaid visitors from search engine results. Therefore, SEO aims to boost the rankings and overall visibility to ensure organic traffic.
On the other hand, conversion rate optimization can help you boost the percentage of website visitors who will perform a specific goal or action. Of course, we are talking about particular activities such as purchasing a product, handling a contact form, downloading a brochure, or dealing with an immediate goal you wish to achieve.
Combine CRO and SEO Strategies for Full Impact
As soon as you decide to combine a defined search engine optimization with CRO, you should know that the processes will remain interconnected while return on investment and conversion rates will increase. If you are unfamiliar with SEO, you should know that the main idea is to bring more organic visitors through the search engine result page.
At specific times, it can be beneficial to lose organic traffic of gain organic revenue from a site, which is essential to understand. However, when you drive visitors in a bad stage of purchasing funnel within your website in large quantities, you will ultimately reduce the conversion rates because you targeted an audience that will not buy from you.
On the other hand, driving a lower number of highly qualified visitors will increase the conversion rate and results. Again, the main idea is to ensure you reach highly targeted traffic that shares an interest in your services and products, making them more likely to become buyers.
Therefore, you should focus your search engine optimization strategy on user search intent, long tail phrases, and marketing funnel pages, making your site better for converting visitors than getting a high number without proper actions and results.
It is vital to know more about André Schäfer, an SEO expert. You can listen to Conversionzauber, a prominent SEO Contest that will allow you to understand the correlation between SEO and CRO.
Tips for Optimizing SEO for Higher Conversions
Long Tail Phrases
Remember that long-tail keywords should be as specific as possible and more extended than three words. Although they will get less traffic than short ones, you are more likely to convert visitors by using the long ones instead.
People avoid using them mainly due to lower search volume than short-tail keywords, but the longer ones are less competitive, meaning they are simpler to rank for. As a result, you will gain additional visibility for specific queries.
For instance, if someone wants to find accommodation due to moving to NY for university. The first thing they will do is search by using the term “accommodation NY.” However, after different results, they will notice they wish for a nearby center. So the next step they will use is “student accommodation in downtown NY,” a long-tail keyword.
By implementing this keyword, you will become closely aligned with a particular person’s specific requirements while searching. Therefore, the chances of booking or generating the conversion will reach higher success.
Instead of fighting with other businesses and competitors with generic and short-tail phrases, you should optimize your content and website with long-tail keywords to generate highly targeted and qualified traffic that will most likely convert.
User Intent and Funnel
You should know that different search queries will reveal other intent from navigation, information, transaction, and consideration. This is because each option represents a different stage within a buying funnel.
- Information is where a person has a specific question or intent about a topic such as “How to cook …” or “Tips for learning SEO.”
- Navigation – We are talking about branded terms where a person searches a specific website they wish to enter, including BBB, Yelp, Facebook, and many more.
- Consideration is for users who are close to purchasing something but are in the research phase. The search terms are “Best gardening tools,” for instance.
- Transaction – Finally, they wish to purchase something, so they are searching for something. The standard terms include: “Booking a hotel in NY” and others.
The more you learn about the intent behind searches, the better you will optimize the content for the audience in different stages of matching intent and purchasing funnel. That way, you can create a website with a fantastic user experience and practical solutions to combine CRO and SEO.
After adopting a proper optimization strategy to reach a specific audience, the next step is sending them to relevant landing pages, which is crucial for ensuring conversion.
Google has introduced an algorithm that can provide quality signals essential for boosting the user experience on the website. This update includes user interaction measurements and page loading speed, among other things.
Back then, Google considered page loading speed and mobile-friendliness as part of the ranking algorithm. Still, the higher importance is on user experience, which is essential for CRO and SEO.
Read also: 6 Ways to Optimise Your Video for Search