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5 Killer Conversion Optimization Techniques That Improve Your Rankings

March 23, 2016
Aaron Polmeer

By Today’s Industry Insider


Conversion optimization and SEO have a rather symbiotic relationship — they rely on each other in order to function.

Just as no salesperson can perform their job without a steady flow of customers in their store, no call-to-action can drive conversions without traffic coming to the website. On the other hand, what good are droves of customers if you don’t have an effective strategy to influence them into making a conversion?

Leveraging SEO and conversion optimization offer a balanced approach to your marketing strategy, addressing both sides of the equation. Even if your company primarily invests in PPC to reach its target traffic, ignoring the organic side of search is a mistake — don’t lose out on an opportunity for new customers.

Whether you’re developing new content or simply want to revamp your existing landings pages, these tried and true conversion optimization techniques can improve your performance in organic search over time.

1. Limit Your Scope

Google loves websites that provide immediate answers.

The first page of search results is loaded with pages considered most efficient in terms of answering your search query.

While it’s tempting to optimize pages for a broad audience in order to attract more visitors, this approach often creates a poor user experience.

Addressing a wide range of topics all but guarantees your audience will need to dig for the information they need. Landing pages that speak to everyone speak to no one in particular.

Sharpening your focus is a top-down process that starts with the structure of your website. If you’re not familiar with the concept of SEO silos, it’s time to read up.

How you organize your pages directly impacts how search engines crawl your site and users find the information they need. So-called ‘silos’ give your content a natural place to exist within your site.

With a well-defined site architecture in place, your next task is ensuring the content of your landing pages remains highly focused. Segment variations of your central theme using a clear header hierarchy and tie in a strong call-to-action that speaks to the specific reader.

The difference can be dramatic to your organic performance and overall conversion rate.

2. Create Content That Converts

A website’s content is arguably the most important factor influencing conversion rates. It also plays an integral role in how your individual pages perform in organic search.

Great marketing content has the ability to seamlessly blend conversion opportunities. Take a look at the example below for instance:

There’s a few things to keep in mind when developing new content to ensure you’re getting the most out of it in regards to conversions and SEO.

First and foremost, your content should be designed for human audiences.

While it’s important to include keywords from an SEO standpoint, you quickly turn off readers with content designed for search engines that’s overloaded with terms. Remember, too many cooks in the kitchen can spoil the broth.

In finding keywords to optimize your content, don’t fixate on volume. Keywords with less volume but obvious intent behind them are …read more

Source:: Kiss Metrics Blog