How to Make Organic Search Marketing Lead to Conversions
While the main goals of organic search engine marketing are to raise your website’s rankings in search results and drive more traffic, these don’t have to be the only goals. If you do organic search marketing well, you will not only get better results in search and get more traffic, you’ll get traffic that converts well. Here are some ways you can make your organic search marketing strategies lead to conversions.
Not all keywords are created equal, especially when it comes to conversions. When you are performing your keyword research, you need to make sure you choose keywords that will lead to purchases. For example, people searching for search marketing are probably looking for information whereas people searching for search marketing agency are looking for a business to help them with search marketing.
As a rule of thumb, you should target keyword phrases that will lead to converting traffic on your homepage and pages devoted to your products and services. Informational keywords should be used on your blog content. This way, you can get people who want your products and services to the pages on your website that will convert them to leads and sales. You can also capture people looking for information with your blog content and hopefully turn them onto your products and services from there.
The best place to start is the Google AdWords Keyword Tool. Enter keywords related to your business to get additional keyword ideas. If you have a Google AdWords account, sign in to get lots of keyword ideas. Use the download button to export them to Excel. Then add a new column next to the keyword list where you can designate keywords as commercial or informational. This way you can have a good list to work with when optimizing your main pages for conversions and your content.
Conversion Optimized Titles & Descriptions
Once you’ve determined your target keywords, your next job will be to implement them into appealing SEO titles and meta descriptions for your homepage as well as your products and services pages. The best way to think about it is this: You have around 65 characters for your SEO title and 160 characters for your meta description.
How can you use that number of characters to craft copy that will make people click on your website link in search results?
You need to tell the people searching for your targeted keyword phrase how you will help them with your products and services as opposed to just trying to keyword stuff your title and description. Think of your customer’s main problem and how you will solve it with what your business has to offer. Then build that into your SEO title and description to ensure a higher click through rate.
Want to see conversion optimized SEO titles and descriptions? Take a look at the top search results for conversion optimization services. Here you’ll see what it means to target keywords likely to lead to conversions and see how the experts optimize the titles and descriptions of their websites to make people want to click through.
Many link builders only look at a website’s Google PageRank, number of outgoing links, and (sometimes) keyword relevancy when working on a website’s link profile. If your goal is conversions, then you need to look for something different.
Instead of evaluating your link opportunities using typical SEO criteria, you need to evaluate it for click-through potential. Do that by asking the following questions:
- Does the website look trustworthy? Is it somewhere you would want your business name to appear?
- Does the website receive a lot of traffic? One way to find out is by simply comparing your website’s Alexa rank (http://alexa.com/siteinfo/domain.com) with the other website’s. The lower the number, the more traffic they website receives.
- Does the website’s traffic include your target customer base? You can determine this by looking at the website’s content. People who visit blogs on search marketing could easily be in the market for a search marketing agency.
- Are your competitors advertising on the website? If your competitors have invested in advertising, it must be a good site for them.
- Will your link be visible to the website’s audience? You will want you link to be somewhere that people are likely to click on it. Footer links and links on resource pages that aren’t linked off of the main navigation menu are likely to be ignored.
Once you have answered these questions, you will know whether a link opportunity has the potential for not only helping you with your organic search rankings but also helping drive potential leads and customers to your website.
Conversion Optimized Link Bait
Speaking of links, one way to build them is by creating link bait. This is simply awesome content that is likely to generate a lot of exposure through social media and backlinks from interested bloggers and website owners.
Link bait often comes in the form of list posts, infographics, videos, free eBooks, and online tools. The key is not just to create something that you will know will go viral, but create something that will go viral with your target audience.
Any business, for example, could post a video with cute kittens and probably make it go viral. But it would be the kind of video that no one would pay attention to the creator. It’s smarter to go with a video (or other piece of content) that would appeal to their target customer base as well as bloggers and website owners whose audience consist of the business’s target customer base.
Need a good example of targeted link bait in a niche other than online marketing? Nationwide has a collection of insurance and finance related infographics. These infographics relate to drivers, homeowners, college students, retirees, and other people who would specifically be looking for insurance and personal banking. It goes to show that business’s in any industry can create linkworthy content.
What other tips do you have when it comes to turning your organic search marketing into a conversion strategy?