The Marriage Between Conversion Optimization & SEO
Traffic is great, but it's not the end goal. Columnist Winston Burton discusses how to use SEO tactics to help with conversion optimization.
As SEOs, our job is to increase the amount of qualified traffic to clients’ brands with the intention of having end users buy something, fill out a form, download a brochure or perform other actions on a site.
While improving traffic is great, it doesn’t necessarily result in more sales. So how do we actually get our clients more business through organic search? The answer is quite simple: conversion optimization.
Conversion optimization is the most powerful way to improve your clients’ revenue and conversions from end users. We can optimize every element of a site (e.g., technical, links, on-page, social and so on), but if users don’t convert, our efforts toward driving qualified traffic through organic search are not as valuable (unless traffic is your main KPI).
There is an extremely close correlation between SEO and conversion optimization. Therefore, the two must work together to turn visitors into customers.
How Do We Improve Conversion Through SEO?
This is the million-dollar question that a lot of us scratch our heads about. However, there are some things you should do to improve conversions through organic search.