Conversion optimization is important because it can increase the return on your current SEO investment, and converting a higher percentage of your traffic is much more cost effective than attracting more visitors. It focuses not on attracting more visitors to your website, but on capitalizing on already existing traffic by getting visitors to take a desired action once they have arrived.
Among other aspects, conversion optimization involves:
- Clear messaging so customers understand the value you are offering
- Eliminating problematic features (poor navigation, ineffective CTAs, etc)
- Creating an easy path through your sales funnel
- Offering the right content at the right time
Measuring the right aspects to gain insight into further improvements that can be madeIt can help you secure the right kind of customers, maximize your profits, and significantly lower you cost-per-acquisition. Furthermore, because conversion optimization doesn't require paying more to acquire conversions, you can allocate more marketing dollars in order to acquire more traffic to your website.
Provide Awesome User Experience
Website usability and user experience are important because search engines like Google use data to determine how people interact with websites, and this gives them an idea of the quality of the site. These two aspects act as indirect influences on search engine ranking success, because visitors who have a positive experience on your website are more likely to share, bookmark and revisit your website, all of which can serve to boost performance on SERPs.
Focus on building up your website so that it's easy to use, navigate and understand, provides direct and relevant information, and delivers remarkable content.
While we may not be able to determine what kind of changes Google and other search engines will make to their algorithms, we can bolster our SEO efforts by understanding their end goal – providing users with the best, most relevant answers to their questions. Building up a stream of remarkable content and providing an awesome user experience on your website – while not an exhaustive list – are two SEO techniques that will help you drive traffic to your website and insulate it from future algorithm updates.
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