Search engine optimization entails optimizing websites to rank on top of search engine results and attract traffic. Without having a website visible on the top of search pages, you hardly have a chance to score visibility, traffic, and leads. Imagine beating thousands of businesses without a robust online presence- sounds impossible, right?
According to 2022 statistics, 63% of small businesses in the US invest in an SEO strategy. However, many still fail to achieve the expected growth because they focus on traffic rather than conversions. What’s the use of getting thousands of visitors and converting only a few? Unfortunately, the average conversion rate for all industries in the American market hovers around a meager 2-2.5%.
You can turn the numbers in your favor by focusing on a conversion-focused SEO strategy. The best part is that you needn’t be a genius to achieve your goals.
Here are a few actionable steps to implement an SEO plan that converts:
Focus on High-Intent Keywords
Novice marketers often work with high search volume keywords, assuming they will bring loads of traffic and conversions will inevitably follow.
For example, organizations selling payroll software may pick target phrases such as “minimum wage by state” or “how to streamline your payroll”. These keywords likely have high search volumes, but hardly indicate buyer intent. Conversely, “best payroll software” or “payroll app for small businesses” replicates clear buying intent.
High-intent keywords are goldmines for conversion rates as they get you the right kind of traffic. Ensure you have enough of them on your home page, product pages, and blog posts. You can even consider creating dedicated landing pages for each of these keywords to provide in-depth information aligning with search intent.
Create Content That Sells
Did you know that content can elevate your conversion rates manifold? Quality content drives SEO results with high traffic and conversions. Crisp and informative content that serves value to potential buyers has the power to convert.
While there are no shortcuts to creating conversion-oriented content, you can follow these tips to get the best results:
- Create buyer personas and know their pain points
- Research the content strategy of your competitors
- Clarify your value propositions and address customer pain points in your content
- Leverage storytelling to create an emotional connection
- Optimize your content with high-intent search keywords
- Write conversationally and fit in compelling calls to action organically
- Build trust with niche expertise and authoritative content
Prioritize Local SEO
Local SEO may seem like a small part of the puzzle when it comes to conversions, but it can be a game changer. Surveys show that nearly half of the Google searches have a local intent. These buyers are more likely to drop in and buy because they are nearby. Clearly, local SEO is a critical element of conversion-focused SEO.
Consider the example of a small business running in New Jersey. The best way to attract local buyers is with a well-optimized Google Business Profile. Ensure it has accurate and complete information such as contact details, opening hours, and maps.
Positive reviews are an add-on as they increase credibility. An NJ SEO company can help cover all fronts of local SEO because it understands the local market and audiences.
WOWbix Marketing highlights the significance of checking citations and errors on your business listing to ensure conversion-oriented traffic. Creating area-based pages can help attract people with genuine buying intent.
Nurture Visitors With a Seamless UX
Maximizing the conversion rate is about creating a seamless user experience that guides visitors toward desired actions leading to conversion. Your SEO strategy should focus on attracting qualified traffic at the top of the funnel. Picking high-purchase intent and aligning with your target audience segments gives you a head start.
The next step is to tailor your content to address their pain points. With this element, visitors organically progress through the funnel. At this stage, you need to ensure that the user journeys on your landing pages are optimized to facilitate conversions.
For example, they should integrate a streamlined conversion path with persuasive call-to-action elements at the right places. Further, providing social proof increases credibility and trust and entices visitors to seal the deal.
The Bottom Line
The average global conversion rate for businesses is around 3.6%, which is painfully low. It is even worse in the US, making conversion one of the biggest challenges for business owners. A well-planned SEO strategy can be your savior in this context. You can optimize it with these tried and tested tactics to gain more conversions and boost your bottom line.