Search engine optimization (SEO) or conversion rate optimization (CRO)? It is said that the two “worlds” work in parallel without ever meeting, indeed. You can increase the conversion rate (and of course we are talking about digital marketing and connected social media marketing) by exploiting the SEO.
Before starting: Focus on users or search engines?
Before introducing the 5 strategies useful to increase the conversions of your site thanks to the SEO, remember that the two disciplines start from a completely different assumption, despite having in common the O of optimization. The SEO (Search Engine Optimization) is focused on the creation of a website accessible to search engines in order to improve rankings. The CRO (Conversion Rate Optimization) is the art of improving the user experience to achieve higher conversions. One discipline is oriented towards search engines while the other is focused on users. Assuming this assumption, the good news is that not only do not make war among themselves: SEO and CRO can coexist in order to increase the conversion rate of your site.
The reason is quite simple and intuitive: a user “converts” when he finds content and offers relevant to his own desires, search engines spasmodically try to suggest the most relevant content to user searches. This is, in the beginning, the common ground between SEO and CRO.
Let’s see examples and suggestions in practice.
#1. Take advantage of personalization
The custom dynamic content are posts on your site that are displayed based on the visitor. One of the selection criteria is the geographical area and one of the most striking examples is the TripAdvisor site. This fact shows the visitor the name of the city, region or state on the homepage, based on the area from which the user connects to the site. The result is that the visitor identifies more with the content, has a better user experience, and if you’re using dynamic content, it’s more likely to buy your product. Remember that the use of dynamic content makes the user feel welcome and helps to improve his user experience on your site. That’s right: dynamic content helps you to use SEO in an organic way to improve the user experience.
#2. Neurodesign is your ally in improving UX
Recall that your goal is to increase the conversion rate that focuses on the UX (user experience). In this regard, on your site, you can take advantage of the Neurodesign. This is a term coined in 2012 that relies on the mental mechanisms that are activated when we see something beautiful. It is as if we were designing things (objects, sites, and advertising) that make sense to the mind and can stimulate our aesthetic sensibility. Using Neurodesign on your site, you can really improve the conversion rate by almost exclusively exploiting the aesthetics. Moreover, this system will allow you to improve three metrics:
- You will increase the time the visitor stays on your site
- You will increase repeated visits
- You will reduce the rebound frequency
Needless to say, this will greatly help you to improve the rank of your site. In other words, write for users and not for search engines. Improve titles, for example, by using words that affect your users’ emotional and imaginary sphere and by placing keywords in an organic way. You will see that if you can attract the attention of your visitors, you will also be able to increase conversions on your site.
#3. Duration is almost everything
Visual and video elements help increase visitor time on your website. The permanence on the site is a very important factor for your success, even in terms of SEO. The longer your visitors stay on your site, the higher their ranking on search engines. Do you want parameters for cars to evaluate?
- Time spent over 2 minutes: excellent result
- Within 30 seconds and 2 minutes: fine
- Less than 30 seconds: poor
With this simple lineup you can evaluate in a jiffy (Analytics data in hand) if the time spent by the user on your site can be considered satisfactory. If it was not or if you still want to improve (to fly higher on Google), add videos and visuals to your pages. An example is the extension of Chrome Zest. The homepage moves and changes with each scroll, showing you creatively how to use their product. No wonder the average duration of the visit is 2 minutes and 23 seconds. And for a site whose sole purpose is to refer you to its Chrome extension page, it’s an incredible result.
#4. Improve page load time
Never underestimate the loading time of your site: it is one of the most critical (and at the same time most overlooked) elements of any SEO strategy. Loading time, site abandonment and conversion rate are closely related to each other. If the upload is slow, the user will immediately abandon your pages and goodbye conversions.
In addition, if you do not already know, Google also classifies sites for the time that put us to charge, since this time directly affects the user experience. To scale the ranking in the SERP (Search Engine Results Page) you have to speed up the loading time, optimizing all the images and eliminating the slow widgets. To do this you can use, for example, Google’s Page Speed Insights, which is a great tool. Here you can check the loading speed of the desktop site and also mobile. If the load time (loading time) is less than 3 seconds, your site is properly optimized from this point. The data we have just written is very important, considering that 53% of visitors (therefore more than half) leave the site (especially mobile) if the pages take more than 3 seconds to load.
Finally, on your WordPress site you can also install plugins that help you optimize the loading speed. One of these is called Speed Boosterpack.
#5. Use long-tailed keywords
This advice is very valuable in your SEO strategy for increasing conversions and do you know why? Because users are looking for specific things and usually write a few words. You need to use long tail keywords to offer visitors what they are looking for and improve rankings at the same time. Are you short of ideas or do you want to be as scientific as possible? Rely on online tools such as Word tracker (paid, free only for the US) that helps you in the search for long-tail keywords for your market (and your geographical area) of reference. Do you want a free method? Attend the forums of your niche: in addition to finding ideas for interesting content for your blog, you will find your long tail keyword precisely in what users are looking for. Virtually a gold mine. Using long-tailed phrases or the art of addressing users’ questions with long tail keywords will help you increase loyalty to your brand (or site) over a period of time and thus increase conversions.
About the Author!
Elsa was born in Australia and now serving her life to animationsharks.com. She has done her advancement course in Designing and Photography from United States. Her desire towards animation is durable than her field of interest.