When we talk about of SEO, the first thing we think about the traffic that will be attracted to a website or Landing. And all that happens after the click - the conversion, involvement - is given to the power of other instruments. Nevertheless, we know that SEO performs more functions than previously thought and may partially participate in the marketing strategy. This leads to the logical question is whether knowledge of SEO to help us achieve greater conversion rates.
How to use SEO to increase the conversion rate
SEO in general, it does not affect the conversion right; search engine optimization - is the story of visibility and traffic. However, some SEO-tactics can complement your efforts to achieve higher conversions.
SEO is forcing us to use proper captions and tags to make the site more understandable to the search engine robots, but also to users.
SEO says that you must be clear and unambiguous headlines, giving up screaming provocative titles.
SEO needs to devote a specific product page or topic. This should also increase the conversion rate, because in this way the site complied with the order and simplicity.
When you focus on quality content to get more backlinks you get a bonus of more and new clients who flock to good materials like bees to honey.
Page loading speed and frequency of site updates also affect both on SEO and conversion.
As you can see, the way to achieve high rankings in the issue and the large number of conversions often overlap. There is a way, how you can create SEO-strategy that will have a positive effect both on the conversion rate.
Use Google Analytics reports to find out the needs of visitors to find the item "Request" under "Searches" under "Traffic Sources".
The information shows how the site is displayed in search results: how many impressions, what is the average position in the issuance, data on the geographical location of those who have seen your site, etc. These data can be used to improve the conversion rate, if you know where to look and what to do with this information.
- Average Position. It shows how high is the site in the search results. Pages with the highest average position is likely to get a lot of traffic - which means you need so it will not come "in vain." Most visited pages more in need of the work on the conversion.
- Bounce Rate. Another well-known SEO-metric, which will help to understand why the conversion does not occur. If you notice that some of the page bounce rate exceeds the limit, then an urgent need to work on usability and submission information.
It should be noted that sometimes the marketers in pursuit of conversions withdrawn SEO absolutely insignificant role. Whenever you are passionate about site changes to improve the conversion, make sure that it does not hurt to promote the search engine.
Do not forget to add a different variation of the page, you are working in a robots.txt file to avoid duplicate content, and use 301 redirects, if you decide to replace the old new page
The user's intention as SEO and CEO Factor
You agree that the intent of the user (User Intent) - is not only a factor in search engine optimization, but a guide to action to optimize conversions. Although for some reason Intents (intention) User is used in SEO, but not in the CRO (conversation rate optimization).
Author of the popular blog CrazyEgg shared his thoughts on how the user's intent can be used to optimize conversion.
His thesis is simple, like all brilliant:
User Intent - the starting point for a high conversion. If you are not able to anticipate the customer's intention, then the conversion is to forget.
What is the intent of the user?
You can not equate the user's intention and the search query, which he put into a search engine. Ultimately request - just a bunch of words, while, as the intention - this is the reason for which the user went to search.
There are three types of user intents:
- navigation - when a user searches for a particular site,
- information - when the user requires information,
- transaction - when the user is ready to take some action on the site (buy, subscribe, etc.)
The key idea is that anyone who is looking for something on the Internet, has a specific intent. And the content that appears in the search results must match the user's intention.
User intention and search engine optimization
Most often, marketers use the user's intent for SEO. This is logical: if you know the people's need, you can create useful content. Thus increased relevance indicators of behavioral factors and ultimately site receives more traffic.
User intention - a concept that shows a serious change in internet marketing. There is no longer any Search Engine Optimization as a thing in itself. Instead SEO techniques borrowed from all areas of marketing, including the CRO.
When you start to build SEO-strategy based on user intent, then create content that they really need. And this is the main principle of marketing - to give the consumer what he wants.
The intentions of the users and optimizing conversions
User intention to work and optimize conversions on the landing page. How?
1. Identify the queries that users enter on our website
The easiest step - to identify the queries that generate traffic. This can be done in the reports of contextual advertising systems, systems analysts from Google or Yandex or Google Webmaster Tools.
2. Decode the intention that is hidden under the search query
To understand what is actually required by the user, remember the three types of user intents: navigational, transactional and information.
I think you can easily distinguish which of the types belong to the requests that you have identified in the first phase. And if in doubt - type in a request to the Google search engine and look at the results of issue, it is able to fairly accurately guess the user's preferences.
3. Optimize the user through the conversion of intentions
We can distinguish the following stages CRO based intents:
- Identify the intent,
- Create a page that would meet the requirements,
- Embed the relevant call to action (CTA).
For example, if a request for information, let 'search engine optimization is "anything but useful content that answers the question, what is the promotion, the page can be a call to action that promises to meet the need for information more fully:" Subscribe to our newsletter for exploratory promotion "or" Download checklist for search engine promotion in Yandex. "
Answering the main question
SEO inevitably entails an increase in the conversion. For high positions in the issue will certainly need to modify your site so that it was clear, easy to use and answer queries of visitors.
There are many other factors that affect the conversion of more than of SEO, but that does not mean that search engine optimization is absolutely useless when it comes to sales and applications.