Search engine optimization (SEO) is always evolving and your strategy must evolve with it. Aside from user intent, covered in CrazyEgg’s last SEO roundup, here are some of the other issues to think about, especially in relation to conversions.
1. Optimize All Content
In Your SEO Strategy Guide for Inbound Content, Julie Neumark of Readz suggests marketers move SEO to the top of the funnel to make it easier for your content to be found and meet your conversion goals.
Key takeaway: It’s not just websites and blogs you need to optimize; you need to optimize all content.
2. Link SEO with CRO
Paul Mosenson of Customer Think discusses SEO: The Importance of Conversion over Rankings and Traffic. He says that SEO is about conversions and not just an end in itself. That’s why it’s important to combine it with conversion rate optimization (CRO) to get the best results.
Key takeaway: SEO isn’t dead; those who ignore it are missing an opportunity.
3. Find Out Where You are Losing Conversions
CRO vs. SEO: Which Generates Higher ROI?, asks John Kreps on Business2Community. He says that often people confuse SEO and CRO and even forget about measuring conversions in SEO reports. The article outlines several ways in which most sites lose conversions so you can avoid them.
Key takeaway: Investing in CRO brings greater long term results, so start there, but don’t forget to integrate SEO.
4. Look After Ranking AND Conversions
Does CRO mess up SEO? And vice versa?, asks Moz’s Rand Fishkin on Conversion Rate Experts. He says that for marketing success, avoid having a one-track mind. Consider both SEO and CRO as some pages need to both rank AND convert. The article showcases Moz’s approach.
Key takeaway: There’s no conflict: CRO efforts can help SEO by working on keywords, content quality and user data.
5. Get Technical and Understand the Terminology
Al Gomez of SEOExpertPage, examines SEO 2015: A Deeper Look Into ROI and Conversion. The article defines key terms and gives examples of formulas. It also illustrates how to measure ROI and conversions via Google Analytics reports.
Key takeaway: Technical SEO is one of the factors driving improved conversions. Using long-tail keywords, easy URLs, meta descriptions and title tags improves visibility and therefore conversions.
6. Use Analytics
On Marketer Gizmo, Andrea Fryrear explains How to Confirm Your SEO Strategy With 2 Simple Tricks in Google Analytics. She says measuring the success of your SEO strategy can be time-consuming, so the article provides two Google Analytics shortcuts that tell you if you’re on the right track. You can use Google Analytics to identify improvements in rankings, clicks and conversions for landing pages and organic traffic.
Key takeaway: Analytics can help you check your SEO strategy regularly so you can spot any upcoming issues.
7. Change Mobile Design
How I Increased Mobile Home SEO Conversion Rate 86% and Revenue by 162% is a case study from John Lincoln of Ignite Visibility. The case study says that the now common tile-style mobile home page design doesn’t work for everyone.
Checking the stats showed that people who found the site via SEO wanted quick and easy options. Changing the home page to present key options quickly lowered mobile bounce rate and resulted in huge success. The article also outlines other mobile redesign issues.
Key takeaway: With mobile usability and page speed being such important SEO ranking factors, redesigning for mobile users makes sense and will improve conversions.
8. Optimize the Experience
On the Bruce Clay blog, Virginia Nussey liveblogs on Conversion Tactics for SEOs from #SMX West. This article has a lot of good tips, but I particularly want to focus on the concept of “search experience optimization” mentioned by Lisa Williams of Sustainable Digital Marketing. It’s about understanding the impact of usability and using cross channel optimization so users have a good experience wherever they interact with your site and content.
Key takeaway: SEO is search experience optimization rather than simply search engine optimization.
9. Local Optimization Matters
PBJMarketing’s Rebecca Churt has an excellent series on SEO Myths To Leave Behind in 2015, all of which is worth reading. This is part 3, which reinforces the point made above about usability but also says that thinking local optimization doesn’t matter is a mistake. Google’s Pigeon update shows that it does, so build it into your strategy.
Key takeaway: SEO helps inbound marketing, especially in the Attract phase and that can lead to better conversions.
10. Improve Images
Valeria of Inner Media shares Case Study: One Activity Improved Conversions (and Rankings, and Shares…). It shows how a marketing firm turned things around for a loft conversion firm suffering from poor conversions, by improving the quality of its photos. Some were used on site, while others were submitted to design blogs, resulting in inbound links and a 147% increase in the goal conversion rate. The firm also improved local SEO.
Key takeaway: With people being so much more visually oriented, this small tweak can improve search, ranking, SEO and competitive position.
11. Use Google Tools
70% of SEO Is Easy. Here’s What One SEO Pro Swears You Should Do to Master It, says Dave Collins on CopyHackers. This is a detailed article on using the free tools provided by Google to help Google understand what your site is about so it can convert better and provide what users are looking for.
Key takeaway: Real content with real value is what most of SEO is all about.
12. Fix Image Load Issues
Martin Link of TSLMarketing provides The Ultimate Guide to Optimizing Images for SEO and Site Speed. He provides a practical tip on improving both SEO and conversions by using progressive-load images, as well as a tutorial on how to create them.
Key takeaway: People expect images to look good and load quickly. You need to deliver.
13. Use CRO for App Store Listings
On Forbes, Neil Patel gives 6 Conversion Optimization Tips For App Sites. He advises that instead of creating a cut-down site for your mobile app, create a normal site and optimize it normally. But to improve conversions, you also need app store optimization. Traditional SEO will target those who find you online, but you also have to make it easy for them to find your app in the app store.
Key takeaway: CRO and SEO can boost conversions on your mobile apps
This baker’s dozen of SEO and CRO tips should help you keep your strategy for both on track. What’s the best SEO or CRO tip you would add?
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Read other Crazy Egg articles by Sharon Hurley Hall.