Online Traffic is Not the

End Game: SEO and

Conversion Optimization

RedBox SEM

229 Mountbatten Road, #02-41

Singapore 398007

6344 8082

Search engine optimization is a process that aims to drive greater traffic to a particular

website by having it rank on the search engine results pages. The ultimate goal is to get

consumers to fill out a form, buy a product, or at least download a brochure.

While improving quality traffic is beneficial, it typically does not result in more sales. To

improve client revenue effectively, conversion optimization is a brand’s best bet. Local SEOs

can optimize every element of a site, but if users do not convert, efforts are not as valuable.

Therefore, the close correlation between conversion optimization and SEO works together to

turn visitors into customers.

Improving Conversion through SEO

Improving conversion rates through organic search boils down to one factor: intent. Brands

should understand and ensure they have the right content based on the intent of the user’s

journey. To categorize users better, Google’s Digital Marketing evangelist Avinash Kaushik

created the See-Think-Do: A Content, Marketing, Measurement Business Framework.

According to See, the audience is easily delineated by the slightest intent. Brands that

immediately serve end users with something have better chances of seeing an increase in

conversions.

Where are Users Going?

A number of analytics tools offer insight on where

users dwell while on the brand’s site. Determining

users clicking on certain parts of landing pages

enables SEOs to make changes and keep testing

until clients reach their conversion goals.

Testing different elements and landing pages of

the site with multivariate and A/B testing also

determines which works best for the target

audience.

The Bottom Line

SEO and conversion optimization are

forever joined by the hip. All SEO

strategies should focus on increasing

conversions when delivering online traffic

to their clients’ sites.

To guarantee successful conversions, local

SEOs and digital marketers should ensure

all clients have sound strategies according

to the intent of their user’s journey. It also

pays to work closely with an analytics

team for data review. The overall process

should focus on taking the necessary

steps to determine why users refuse to

convert to customers.

SOURCES:

http://redboxsem.com

http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-

business-framework

http://searchengineland.com/3-methods-define-content-needs-240420