Search engine optimization revolves around improving the visibility of your website and attracting visitors to it without paying for the clicks. The purpose of SEO is to improve the site ranking and make it rank high in organic search in order to attain traffic from search queries that are related to your niche or business.
The ultimate goal told, many people limit the functionality of SEO to this. However, SEO and driving sales online have a powerful interplay. To improve site conversions, it is essential to have your search engine optimization done properly. The usability and outstanding content quality is valued by users and search engines alike.
Here are some ways search engine optimization plays a major role in helping better traffic and conversions for your website.
Attracting qualified traffic through strategic keyword targeting
To be successful in attracting specifically qualified traffic through search, your SEO strategy must be focused on search phrases or terms that are appropriate and relevant to your brand. You shouldn’t be looking to focus on ranking high for competitive or extremely popular head terms for which rate of conversion is low, unless you are a major national or international brand. Your search engine optimization strategy should target longer tail phrases, which are extremely relevant to your services or brand. With user entering through such defined phrases chances are they know what they are looking for and the rate of conversion would thus be higher. Thus, an effective SEO strategy will not just attract traffic but also lead to more conversions.
Developing landing pages that match user intent
The purpose of search engines is to provide the most relevant result possible for the user. Looking for black LV bag will not land you on the designers homepage and will rather return with a categorized landing page matching the search term black LV bag. The page will contain what the user intends to buy, thus leading to better conversion. SEO filters only the most relevant pages of the website as the entry point or landing page for the user.
You would be unable to rank for certain terms unless you have a good landing page to match those terms. Hence, a significant part of SEO is to create landing pages that house the content that the search engines will index, crawl, and rank highly. Relevant category pages or relevant content are most looked by the user too, as ending up on what he needs will increase the chances of conversion.
Relevant, content rich landing pages will help increase your search visibility thereby enhancing the website’s ability to convert the traffic into sales.
Improving load times to impact rankings and conversions
Google has been telling time and again that load time is taken into account while determining rankings in order to deliver the best possible user experience to the searchers. One thing everyone is sure of is that users hate slow load times. Slow load times increase bounce rates and can have adverse effects on the conversion rates, as suggested by tons of research.
A fast site delivers positive user experience, beneficial to both the site’s conversion rates and the ranking.
Offering better mobile experience to please algorithms and users
Exceptional mobile user experiences are required in Modern SEO. More Google searches are carried on mobile than on desktop as in 2015. Google is invested in ensuring that mobile searches return positive experiences for the users, with mobiles generation much more search traffic than desktops. Google has been stating clearly for a long time, that the content will fail to rank highly if the content is not perceived to be mobile friendly.
Companies thus need to invest in making their websites and content mobile friendly in order to maintain a strong organic visibility in search. An improved user experienced is another good reason to make your website mobile friendly, as better user experience leads to more conversions and better sales. The net result, whether you intend to please Google or the users with the mobile experiences, will prove beneficial for your website and will work positively for your rankings and conversions.
Search engine optimization and improving conversions, both have the power to have a positive impact on the other. Usability is now valued more by search engines than ever before, thus practicing best SEO practices will improve the user experience for your website. And even if you are focusing on the usability only for positive impact on conversions, your site will still remain up to date with modern and effective SEO practices.