SEO is chiefly focused on driving traffic to websites. But it doesn’t stop there.
SEO can be an effective tool for increasing site traffic, but an upswing in site visitors doesn’t necessarily translate into conversions. If you’re looking to capitalize on existing site traffic and grow your business, you can also use SEO to increase conversion rate optimization (CRO).
The conversion rate of your website is the percentage of your site visitors that actually become your leads or customers. They could buy a product or service, fill up a form, sign up for an event, contact your customer care, or complete any other desired action. The conversion rate isn’t specific to sales.
Essentially, CRO is an optimization process that aims to increase the number of conversions. In other words, CRO involves identifying the point where site visitors abandon the conversion funnel.
Just as importantly, CRO determines why visitors are leaving a site before conversions are achieved. Unlike other optimization strategies, CRO aims to increase the value of existing traffic to your website.
If your conversion rates require attention, SEO is an invaluable tool. When leveraged effectively, SEO can improve search engine visibility.
SEO also has a significant impact on the usability of a website. A user-friendly website is far more likely to engage visitors, minimizing the chance of them abandoning the conversion funnel before carrying out a purchase or desired action.
Looking to improve the conversion rate optimization credentials of your website?
Continue reading for some of the most crucial SEO factors you should be focusing on.
Slow page loading speeds are one of the biggest turn-offs for website visitors. If your pages are taking more than a few seconds to load, you can kiss goodbye to as many as half of all visitors making their way to your site.
Most visitors who abandon your website due to slow page loading speeds are unlikely to ever return.
Even delays that are a fraction of a second can significantly dent your conversion rates. Faster loading times massively improve user experience, allowing visitors to quickly navigate through your website to find exactly what they’re looking for.
If you’re struggling with bounce rate, site speed should be a key area of focus.
Thankfully, it’s straightforward to determine whether your site is suffering from latency issues. An SEO audit will quickly identify any pages that are loading too slowly.
Tools like GTMetrix and Google PageSpeed Insights will provide you with a quick snapshot of page loading speed issues.
In addition to providing you with an overall performance score, these tools will also provide you with recommended improvements. When testing site speed, it’s vital that you also determine how quickly your pages are loading for mobile devices.
Never overlook how important it is to tailor your website for mobile users. If your site is focused squarely on desktop visitors, you can all but guarantee that you’re sacrificing a considerable number of mobile conversions.
Some site owners dismiss the value of mobile users and the conversions they bring. Admittedly, mobile conversion rates are significantly lower than traditional desktop ones. However, this metric can only really be applied to smartphone users.
For example, the user journey and conversion rates associated with tablet users are comparable with those using a desktop device. Furthermore, mobile conversion rates are continuing to creep upwards.
When carrying out a site audit to determine how mobile responsive it is, there are a few main areas you should be looking at. In addition to determining page loading speeds, you’ll want to assess how visible on-screen content is when viewed on a mobile device.
A mobile adaptive website also needs to be compatible with the most utilized web browsers found on smartphones and mobile devices. Another core aspect of mobile SEO is touchscreen readiness.
Make sure your web pages are optimized for basic touchscreen functionalities like scrolling and tapping.
Provided you’re tackling all these mobile SEO factors, you stand a good chance of increasing conversion rates.
It’s also worth remembering that search engines like Google utilize mobile-first indexing, meaning websites designed with mobile-friendliness in mind are more likely to rank higher.
Another basic CRO principle is addressing site navigation issues. The main thing here you’ll want to address is broken links.
In addition to severely limiting access to key pages of your website, broken links make it far more difficult for Google to properly index your site.
If your brand website in scope, you can monitor broken links manually as part of your DIY SEO strategy.
However, it’s far more effective to carry out probing SEO audits regularly. These audits will quickly identify any broken links, allowing you to focus on repairing them and minimizing the impact on conversion rates.
Internal links are an instrumental part of any SEO strategy. When used appropriately, they can also boost your conversion rate.
Internal links make it easier for search engines to identify recently added content on your site. Ultimately, they ensure your website and pages are indexed far more quickly.
Furthermore, internal links improve the browsing experience of your website for visitors. They help visitors find relevant pages more quickly and ensure they don’t leave the conversion funnel prematurely.
Internal links also reassure visitors to your site that you’re a more legitimate provider of goods, services, or information. A website with comprehensive content instantly instills confidence in users. In many cases, this translates to increased conversion rates.
Another key aspect of the CRO process is page optimization. Carrying out page optimization can prove a little time-consuming, but it’s a surefire way of improving your rankings in search results.
To get started, make sure you’re filling in things like description tags with relevant keywords and supporting information. Description tags is an umbrella term that refers to header tags, title tags, alt text for any images you’re using, as well as meta descriptions.
Adding keywords and descriptions to all of these tags requires effort, but doing so will make it easier for search engines to determine website relevance.
Ultimately, first-rate description tags will improve the click-through rate from search engine results pages. As this rate improves, so too will your rankings.
Choosing the right keywords is a core part of any SEO and CRO strategy. Short-tail keywords are often easy to settle on. These keywords generally have far higher search volumes and can therefore drive significant traffic to your website. The drawback of short-tail keywords is that they’re very competitive.
This is why long-tail keyword selection is so pivotal. Long-tail keywords tend to be less competitive than short-tail ones, but they still need to be implemented effectively. When choosing long-tail keywords and phrases, make sure they dovetail with the content on your website.
If your website is an e-commerce platform, this means that long-tail keywords should be associated with the goods and/or services you are selling.
Rather than come up with a list of long-tail keywords off the top of your head, use keyword generator tools. Not only will these provide you with a comprehensive list of relevant keywords to target, but they’ll also provide competitor insights.
By seeing what keywords your competitors are using and ranking with, you can work them into your website content to give yourself the edge over the competition.
When creating a website, rich content should be at the forefront of your strategy. When crafting content, make sure it’s user-friendly, relevant, and packed with information. Provided your content is on point, your site visitors are far more likely to convert.
Rich, user-friendly content is far more likely to engage visitors, resulting in them sticking around and spending longer on your site. The more time a user spends on your website, the more likely the visit will translate into a conversion.
Don’t make the mistake of cramming your site with second-rate, superfluous content. Think about incorporating FAQ sections if you’re looking to up the word count of pages.
If you’re operating an e-commerce platform, buying guides are worth adding to your pages. This content also provides you with the opportunity to incorporate short and long-tail keywords organically, improving your overall SEO efforts.
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