Search engine optimization (SEO) is a growing field that focuses on helping website owners to improve their search engine ranking. The prevalence of SEO in internet marketing has created a culture in which search engine ranking is generally considered the most important indicator of the success of any internet marketing campaign. Yet, traditional marketing principles have always highlighted conversion as the true indicator of marketing success. While it is certainly important to rank on the first page of a Google search, it is at least equally as important to consider the conversion ratio of your website. A high search engine ranking may draw traffic to your site, but it does not guarantee those visitors will become customers.
One of the problems business owners face when it comes to internet marketing is that they do not really understand the field. As a result, they seek internet marketing professionals to help them develop a campaign that will positively impact their bottom line. However, without understanding the nuances of internet marketing, it can be very difficult to hire a consultant or employee to perform the job successfully. Moreover, there is a wealth of misinformation online about the principles of internet marketing and this only compounds the problem of developing an effective campaign.
Indeed, many so-called internet marketing professionals know that they can make their customer happy simply by improving their search rankings. This means that the “professional” is typically relying on underhanded techniques to improve search ranking without ever considering the ultimate goal of marketing: conversion. So, while a number one Google ranking is a great achievement, it really means nothing if you cannot convert visitors into customers.
Let’s consider this idea from another perspective. Conversions are more important than search engine rankings for one simple reason: increasing your conversion ratio will subsequently increase your revenue and it doesn’t matter whether you have attracted more traffic to your site. Certainly, an increase in visitors COULD improve your conversion rate, but this is not always the case. Imagine searching for a particular product and selecting a webpage that is poorly designed and features inappropriate content, you’re not likely to purchase the product. All the visitors in the world will not improve your revenue if you have a poorly conceived website.
So, how can you improve your conversion ratio? Unfortunately, there is no easy answer to this question. Depending on your product or service, the size of your company, and your marketing budget, you will want to approach this problem differently. Nevertheless, the following tips should help you translate your website ranking into an improved conversion ratio.
First, if you are not seeing the conversion ratio you would like, you should consider a website redesign. WordPress is an excellent content management system that will help you develop a user-friendly website while also addressing SEO principles. In addition, your website should feature fresh and useful content. Google rewards websites with new content about the company, industry, products, and services, and so do customers.
Also, consider ways to bring your website in line with new technologies. Testimonials can be a great way to convince customers to buy your product or service, but text testimonials are outdated and easy to forge. Video testimonials are a fresh and exciting way to communicate your successes to your customers. You can also use video content to engage potential customers with how-to videos, demonstrations of products and/or services, or to communicate your company philosophy. Video will usually have a greater impact on conversion rates than text.
Never underestimate the power of social media. You want to build a customer base but you also want to interact with those customers. More and more, tech savvy consumers rely on social media to research a company or brand, so you need to take your social media presence seriously.
Utilize local sites to publish your content and be sure to saturate the market. Google, Bing, Yahoo, Craigslist, YouTube, Yelp and Google+ are all tools that today’s consumers use to investigate a company and their products/services. If you want to be seen, you need to make use of these free tools.