For any business, optimising your conversion rate is essential for success. Whether you’re aiming to boost sales, capture data or prompt users to share your content, you’ll need to ensure you’re converting your target audience.
Many people focus on SEO and conversion rates separately but, in reality, they’re two sides of the same coin. You rely on search engine optimisation to get users to your site and your content should then convert them to complete an action.
Without an effective SEO strategy, the first step of the conversion process is missing. Ultimately, you can’t convert users that aren’t there, which is why search engine optimisation should play a key role in your conversion strategy.
To find out how to boost your conversion rate with SEO tactics, take a look at these top tips now:
1. Choose keywords carefully
The keywords you choose to target underpin your every aspect of your SEO activity. In order to rank highly for selected key terms, you’ll need to ensure your website content features them. More importantly, however, you’ll need to make sure your webpages are relevant to users who are searching for these keywords and terms.
Ranking highly for a specific term is only beneficial if your products and services are applicable to it. Simply choosing a keyword because it relates to your industry and has a high search rate won’t help you to optimise your conversion rate. In fact, you might see an increase in your bounce rate when users arrive at your site and realise the content doesn’t really provide what they’re looking for.
In-depth keyword research and market research can help you to overcome this issue. By understanding what your target audience are really looking for, you can determine how your products or services resolve their problems or fulfil their desires. Similarly, finding keywords that are appropriate to your business, your content and your customers will enable you to use SEO to increase conversions.
2. Create a digital marketing campaign
Search engine optimisation should be incorporated into any digital marketing campaign but there are many other tools and methodologies to use in order to reach your goals. When you create brand awareness on social media, for example, your webpages should rank highly for related key terms, so that the increased number of users now searching for your content are directed to the correct webpage.
An effective digital marketing campaign requires innovation and creativity, particularly as so many brands rely on this medium to increase their market share. If you don’t have a dedicated in-house marketing team, it’s well worth seeking expert advice.
While digital marketing agencies can provide assistance, working with marketers who specialise in your sector is more advantageous. Food marketers, Ceres PR, are a leading marketing firm in the food and beverage industry, for example. By tapping into the knowledge of experts and using their talent and experience to promote your brand, you can make significant gains. With a robust SEO strategy already in place, you’ll maximise the effectiveness of subsequent digital marketing activity.
3. Use paid ads
When you’re working to optimise your conversion rate, don’t focus solely on organic SEO. Paid adverts, such as PPC ads, can be a great way to attract users who are ready to take action. Often, users will only click on an ad when they’re ready to make a purchase or engage with a brand. This means that paid ads can be a critical link in the sales funnel and an efficient way to boost conversions.
Read also: Common Paid Advertising Mistakes to Avoid
Remember – paid ads needn’t be costly for your business. With dedicated tools, you can target a specific demographic and hone the success of your ad campaign. If your products are aimed at males between the ages of 25-34, for example, make sure your paid advertisements are only displayed to this group. With the potential to use highly targeted ads, you can minimise expenditure while increasing your conversions.
4. Monitoring and Measuring Conversions
If you’re serious about optimising your conversion rate, you’ll need an accurate way to monitor and measure performance. Conversions are a key metric that is relevant to all marketing activity, so it’s something you’ll certainly need to pay attention to. Fortunately, the digital landscape enables you to track user behaviour and determine which routes provide the highest rate of conversions.
Once you have this data, you can refine your campaigns and repeat successful activities. By doing so, you’ll benefit from even higher conversion rates, better SEO rankings and a more successful business.
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