For years, business owners have struggled with one major question regarding their website:
Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?
It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.
Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.
After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.
This means search engine optimization is also a stellar guideline for improving your conversion rate.
If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.
Here are some game-changers to start with.
Add Video Content
If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.
Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.
And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.
So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:
77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.
Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.
Create Content with Real Value
On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.
Frequent paragraph breaks are great, too.
Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.
Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.
Focus on Long-Tail Keywords
While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.
Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.
People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.
There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.
Increase Site Speed
Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.
Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.
If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.
Optimize for Mobile
How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.
You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.
If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.
This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.
You should care what the search engines want, because the search engines want what humans want.
That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.