26 Mar 5 Ways to Follow Can Improve Your Website Conversion Rate With SEO
5 Ways to Follow Can Improve Your Website Conversion Rate With SEO
Search Engine Optimisation (SEO) has been a point of focus for all internet content since forever. Being able to utilise its power efficiently can make a huge difference in the number of people viewing your content. While they may be completely different fields on their own, SEO and conversion rates need to go hand in hand to generate maximum results.
The fact of the matter is that SEO and CRO experts are trying to find a way to merge the two of them. Ok, merging may be a concept too far, but there is certainly a lot of effort involved right now towards making the two work together.
The underlying concept
As it happens, some results have come out of these efforts and certain strategies are starting to show real results. However, to bring together two completely different approaches still requires a lot of targeted effort. The fact is SEO focuses purely on content, whereas conversion is entirely about the users. So, the magic combination would result in a website that provides incredible content while also achieving the best SEO rankings.
As we said earlier, the right approach to achieve that would be to go through SEO. This is because it is through SEO that you start gaining visitors to your site in the first place. And that brings us to the topic of this article – using SEO to increase the conversion rate of a business’ website. Let us take a look at the kind of strategies that could be implemented to bring forth such a revolutionary solution.
1. Creating dynamic content
In the simplest definition, dynamic content is the type of content that changes according to the user viewing it. This means that your site is providing different content on the same page simply by checking certain preset parameters. The most commonly used example of this is to use geographical data. You must have seen websites that have their address and then at the end, add your country’s address as well. A well-known example of this can be Google itself.
For every country that accepts connections to Google, it customises the URL to include that country’s address. You must have noticed that Google often displays doodle art on the search homepage, and it is something specific to your own country mostly. Go and check Google’s address right now and add the addresses of different countries at the end. You will find different doodles on each version of the site.
What is the very first thing that a person feels when they see a doodle about their own country? The unanimous answer to that question is “personalised experience”. This is exactly what dynamic content is about as well. For every user that comes to your site, you have something that is uniquely suited for their tastes according to their location. Of course, the parameter you use can be something else as well, depending on the type of data you can readily collect from the user.
This may seem like a very simple application, but it is these small touches that make the user feel a lot more in touch with your website’s content. This organic approach can allow you to keep all your content optimisation up-to-standard without losing the focus from the user. Offer each user a much more customised experience that entices them to stay.
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2. The neurodesign approach
While this may sound like some technology of the future, it is an approach based solely on basic human nature. The term ‘neurodesign’ first appeared back in 2012, but over time, it has become a very big phenomenon. Website owners now realise that simply finding a beautiful looking theme and applying it on the website is not enough. There is going to be actual psychology involved if you want to convert site visits into sales.
The concept says that to make a customer buy something from your website, you need to make them stay. And the best way of doing that is to make them feel like they are enjoying themselves. This enjoyment could be a feeling of excitement, relaxation, or any other emotion that resonates with your product.
The longer a person stays on your website, the higher the chances will be of them making a purchase. The whole idea is about providing the right kind of aesthetics that appeal to the viewer’s mind, convincing them to stay on the site.
When implemented, it benefits the website itself in three stages. The people visiting your website will likely spend more time on the website. Generating an interest will also lead to repeat visits. And lastly, the bounce-back rate will drop significantly. All these things are matrices that are meant to improve your site’s ranking in the search engines.
As far as the text is concerned, you have to make sure that you write it in a natural language as well. Stuffing in keywords everywhere will not yield any benefits as your potential customers will be put off with that “corporate marketing” approach instead of feeling at home. Use keywords organically, write in a way that the reader enjoys, and as a result, you will automatically start seeing an improvement in your rankings, and perhaps conversions as well.
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3. Improve visit times with visuals
It is basic human nature that we will want to spend more time on a site that appeals to us visually. Naturally, photos and videos will have much more success at achieving that than text ever could. Therefore, you may want to look into the visual aspect of your site from this perspective as well. If you are wondering why this is important, the answer is new SEO algorithms.
Search engines like Google are constantly updating their algorithms to add new parameters that sites must adhere to. And one of the biggest measurements at the moment is the time a person spends on a website. The higher the time is, the higher the ranking will get for that website. Here are the different parameters that you should keep in mind regarding the relationship between site ranking and time spent on the website.
- If a visitor spends more than 2 minutes on your website, you will get an excellent rating.
- If a visitor spends less than two minutes but more than 30 seconds, you will be rated as a good site.
- If the visitor spends less than 30 seconds on your website, then that will be considered as a poor performance.
The point is, the more engaging your visuals are, the more chance there is that a person will go through them. Open any product page on Apple’s website, and you will go through the entire page, noticing and enjoying every transition in the imagery and content. Such implementations will result in the user feeling much more at home.
In addition to that, SEO specific to images and other content also needs to be addressed thoroughly. In fact, since there are no direct keywords visible with images, you can optimise them to the fullest for best results without compromising the viewing experience.
4. Loading speed optimisation
With so much information present online, you need to make sure that you can attract your user’s attention immediately. To achieve that, you need to be able to present your information as soon as possible. This will only happen if your website loads in record time. And to achieve that, you need to remove a lot of clutter and implement strategies that optimise loading times. This is particularly important with mobile sites since mobile traffic has long surpassed desktop traffic for the internet.
To do this, you need to make sure that your website is focusing more on mobile users than it is on desktop users. A mobile user is most likely on the move when they visit your website. And if not that, they are probably doing some other activity as well. An audience like that needs quick access to information, and that will not happen at all if your pages are heavy.
To have the maximum chance of avoiding a bounce back, your website needs to load in a maximum time of 3 seconds. That figure may seem unbelievable, but it is exactly what most successful websites are doing.
There are several approaches that you can implement to achieve this goal. One approach towards this could be compressing image files to make the webpage smaller and use less time to load data. Similarly, you could also go for a clean approach where you use the least possible number of visuals and other heavy elements, but with a strategic approach.
You will need to live test each setting and strategy to see what kind of results you are getting with each change in the settings. A good idea would be to use a low-speed internet connection instead of a fast link. This should allow you to optimise it for the maximum number of users as many of them would probably have access to much slower internet connections than your business’ internet.
5. Long-tail keywords
As we discussed above, conversion rates are highly dependent on the type of experience a user has on your website. One of the key features of that experience is the organic feel of the website. The visitor should not feel like he found the site because there were a bunch of keywords crammed into every corner of the content. Instead, they need to come there through long-tail keywords.
A lot of users nowadays know that using generic keywords will not provide them with the right kind of answers on search engines. For example, if you are searching for cat food and you just write cat food, you will get results from all over the globe. Instead, if you live in Manhattan, New York and you search “cat food store Manhattan New York”, you will get a much more focused result list.
The generic keyword will be useless both for the user and the business. For the users, the results will simply not be refined enough, and for the business, there will be too much competition.
If a user writes a long-tail keyword and finds your website as the top result, the chances of their buying a product from your site will increase exponentially. This will be because they will feel that you are catering to their specific needs directly and are a specialist in that field. You can use different keywords that you think are appropriate and use analytics tools to see how they are performing.
Calling in the experts
There is no harm in admitting that creating these strategies often requires a major learning curve. In addition to that, the time consumed during testing and implementation is often substantial. So instead of doing it through trial and error, your business could bring in conversion experts and have them use their years of experience in the field to bring in results a lot more quickly.