Conversion focused SEO has taken over from ranking focused SEO. Many SEO experts are good at understanding the importance of links, content and rankings gained from organic Search Engine Optimisation. Yet few are as focused on transforming SEO traffic into sales. This is where analytically driven SEO processes that focus on converting organic searches is fast becoming a good opportunity.

Search engine algorithms and Google in particular are fast becoming very efficient in determining user engagement and conversion metrics. They do this by making use of data collection sources. Websites that are more popular have better rankings yet the basis of improving rankings is to convert traffic into sales and in doing so increase revenues.

Making SEO conversion centric

In order to do this SEO strategies need to be updated so that they can focus on conversions. This can be achieved in a host of ways

• Your SEO landing pages needs to be evaluated for its helpfulness in terms of how it can contribute to successful conversion. Even though it may attract a lot of traffic it many not encourage conversions.
• It helps to assign a monetary value to your conversions which can be done using a web analytics platform. It is a good idea to track URL traffic as well. Being able to accurately measure SEO is the basis for highlighting the profitability of your SEO campaign as a deeper level.
• Identify your users and then customise your offerings to suit their interests. For instance the services of products you offer may need to be tailored to suit different users. You can do this by either providing separate landing pages or adding a ‘hub’ page per interest.
• Make sure your page titles and descriptions that appear in search engine result pages are relevant. This can affect how users click through to your website. Once past the click you need to offer something that will encourage a higher conversion rate.
• Focus attention of your internal linking structures such as anchors. Links are more than being able to help PageRank. Testing the performance of your links in terms of visitor appeal can help conversion rates.
• Use converting keywords as they can be instrumental in formulating a ROI keyword targeting plan.
• First Click or Last Click? Many times conversions rely on the same user arriving more than once via different sources. Being able to monitor this entails something called SEO click stream analysis. Many of these analytic systems credit the conversion to the last click. Yet searches conducted organically can contribute to increasing awareness by building brand keywords which can contribute to the conversion happening as a result of the first click.

Rethinking Search Engine Optimisation

SEO is changing and in order to stay ahead of the competition it is necessary to change with it. Turning your attention on conversions rather than rankings entails being able re think key word strategies. By practicing conversion SEO you are putting in place a more systematic tool. By applying measurement and metrics you can analyse your landing pages and customise your offerings so that they are relevant to client interests. In the process you will find a way to increase your revenue.

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