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Increase Organic Traffic or Improve Conversion?

As SEOs, our job is to increase qualified traffic to client sites with the intention that end users buy something, fill out a form, download a PDF or perform other actions on the web.

Increasing organic traffic does not necessarily translate into more sales. So, how do we really get more business for our customers through organic search?

The answer is very simple: optimization of the conversion or what is the same, CRO.

Conversion optimization or CRO is one of the most interesting techniques to improve revenue and conversions on the websites of customers. We can optimize several elements of a site (for example, texts, links, the page itself, social media publications, etc.), but if users do not convert, our efforts to increase traffic through organic search will be unsuccessful.

We must work together SEO and CRO to convert visitors into customers.

How can we improve the conversion through SEO?

improve the conversion

This is the million-dollar question, to which many of us go around. However, there are some things we must do to improve conversions through organic search. In a few words, it is about looking for some intentionality on the part of the user.

One way to increase SEO conversions is to look at user behavior and work to discover why users do not just convert. The numbers do not lie. Just take a look at Analytics and see where or at what point the user is.
Let’s start by considering the following questions from the perspective of the end user.

  • Is it easy to navigate your site?
  • Do you use simple phrases for the call to action?
  • Does your website have a one-step conversion process that makes it easy for end users to reach the final goal (for example, downloading a file or simply buying)?
  • Is the page load fast enough, is it mobile-friendly?
  • Does your website have valuable content for end users?
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If the answer to any of these questions is “no,” what you need is to pay more attention to your website, turn around the content strategy and study possible changes.

Where do the users go? What are they doing on your site?

There are many analysis tools, such as Hotjar, which use heat maps, will provide data on the behavior of users on your site. If the data thrown by these tools determine that only users click on certain parts of the destination pages instead of clicking on the calls to action, changes must be made and continue with the A / B tests until reaching the objectives of conversation. I have already implemented this tool on my website “Cheap Flight Deals to Frankfurt” and tracking the performance of visitors. As my business is usually rely on conversions rather than traffic. So, such tools are very useful.

Of course, you should always try on different landing pages and with different elements, such as a button change, adding or deleting fields in a form, using A / B tests and multiple tests. There are different tools, such as VWO, that can help determine what works best for the target audience of each web.

What do the users think?

Another way to find out why users do not finish converting is by conducting surveys that will be used in different platforms. This will allow you to find ideas about what questions users ask when browsing your site and find out why they do not convert.

Last conclusions

Conversion optimization and SEO should go hand in hand. SEO should focus on increasing conversions when quality traffic increases. In order to do that, we must make sure that our clients carry out content strategies based on the intentionality of the user.

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Then we must work with the analytics team and review the data, take the appropriate measures and find out why users do not convert so that our visitors become our customers.

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