Search engine optimization (SEO) and Search Engine Marketing (SEM); it is important to clearly understand what each one does and why they are so significant in creating the right conversion funnel for your website. It is unrealistic to expect to convert all of your website visitors, but you can help increase your site conversion rate significantly, by implementing search engine optimization rules around your website.
A website that is not optimized to increase the chances of becoming a result on the search engine pages of Google, or Bing, for example, is practically useless, and you cannot create real search engine marketing strategies, or produce quantifiable results without SEO and an Online Marketing Strategy. But, let’s not get confused, SEO doesn’t device the strategy; SEO provides the information that you need in order to devise the strategy (Search Engine Marketing or SEM) that will improve not only your search engine results, but also, your website conversion rate.
if your website is being optimized, your SEO consultant should be giving you among other things some form of keyword results on a given schedule. You could also find ‘The Top Queries’ (keywords) driving traffic to your site simply by visiting Alexa.com, and in-putting your website address in their Search field. You will be provided with priceless pieces of information that should be used not only to further optimize your web site, but to create calls to action on pages that should have an ‘H1 title tag’ using Top popular keywords for which you want to improve results AND conversion.
Each page in your site should have content strictly related to the title of the page, (which in the Alexa.com example, is being suggested by your ‘Top Queries’ results). Same goes for advertisements, and PPC Ads, you should use the keywords as they appear in your “popular keywords list” for the same purpose, as closely as possible.
If you find keywords in the “Top Queries” list that are repeated, but the same words appear in a different order, they should be considered very carefully. This is telling you about the many ways in which people ‘think’ their words to find yours, or any other kind of services.
The truth is this: you need search engine marketing as much as you need SEO. SEO can definitively increase your visits simply by getting your site on the first page of SERP’s. But SEM (search engine marketing), will provide the final “magic touch” that creates “conversion“.
Search engine marketing is now a very different beast than it was ten, (heck!, five) years ago. Knowing the “ins and outs” of pre-click and post-click conversion strategy, query category analysis, creating searcher conversion flow and ‘searcher personas’ is necessary to understand better how search, pagerank, SERP’s, and page content are all behind conversion, and how they all together help to improve conversion on your site.
Conversion is more about SEM (search engine marketing) than SEO. SEM cannot figure out the first thing about a strategy w/o SEO. And SEO can only bring the cows up to the door of the barn (funnel, or website). But SEM is what gets your visitors to take that final step you want them to take. These facts are true to anyone that ever complains about “no calls,” “no sales,” or no action of any kind on their website.
Let San Diego Webmaster Services know when you are ready to improve your site’s visitor conversion rate and discuss a Search Engine Marketing Service Package that will help accomplish that goal. You will be happy you called 619-286-1638
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