I was in a meeting today where I was asked to give my SEO opinions of a site on the fly. After looking through their website and their analytics account, something dawned on me. They were targeting a set of keywords that were giving them quite a bit of traffic, but the true goal of the site (making a sale) was not being met. Those keywords had the lowest conversion rate. In fact, a keyword that received significantly less traffic generated the same amount of income.
After thinking about it for a while, I realized the conversion rate was so low because there wasn’t a single thing on their page that called to the users who clicked through via those keywords. My suggestion: build out a section that specifically addressed those keywords.
How can this help you?
If you blog, use social media, write content or sell products online, you have users that visit your medium with a preconceived idea of what they’ll find there. For example, if you were to go to someone’s Twitter or Facebook page that had the keywords “working from home” somewhere, you’d expect tips and content related to working from home. However, I frequently visit sites that, in essence, falsely advertise what you’ll find there in order to get a click. Getting a nontargeted click to your website isn’t going to earn you any significant income. This is where you need to use smart marketing tactics and make sure what you’re targeting is actually what you’re giving.
If you’re selling widgets, make sure your keywords reflect the widgets you’re actually selling. Then go a step further and ensure that when they visit your site, it’s clear where they can find these widgets straight away. Otherwise, you’re going to lose their attention and a possible sale.
The final word…
If you’re getting traffic, but not sales, it may be time to rethink your strategy. Which leads to the question of the hour – what are your keywords saying about your site? Can you revise your strategy to increase conversions and participation within you website?