Leveraging SEO and CRO to Increase Leads (Part 1)
When buyers are looking to compare products, one of, if not the first thing they do is search for it on the internet. To be more specific, with nearly 80% market share, most of these searches are happening on Google.
It would follow then, that in order to be competitive in a given market, a company needs to have good visibility in Google search results. Further, they need to reach the first page of the search results to have a good chance of capturing a searchers attention.
So how do you get your company on the first page of Google, and how can you convert the resulting click traffic? Rank well, drive traffic, convert, repeat. Let’s dive in.
Improve Your Visibility
Rank Well: Get Specific with SEO Keywords
Search Engine Optimization (SEO) is the process of strategizing and executing a plan to improve your ranking position in search engine results. The ultimate goal is to rank your website in the top ten results when people search for things related to your business.
How do you do this? First, determine which relevant keywords and phrases you should rank for. Put yourself in your customers shoes and decide what you would search for to look for your product. For example, if you sell men’s clothing you might consider the following keywords:
- men’s clothing
- shop men’s clothing
- men’s denim
- men’s red relaxed fit denim
Ask yourself: what would someone search for that my product or service would be the perfect result for? In the example above, as you can imagine, the competition to rank on the first page for “men’s clothing” is very high because of how broad the search is, while competition for “shop men’s red relaxed fit denim” searches will be lower since it is more specific.
Once you know the keywords and phrases you want to rank for, you can begin adding them to your website. Each page on your site should represent its own unique topic. The ultimate goal is to make it clear to Google which page is the best place to send a user to for the topic they searched for.
Add your keywords into the copy of each page in a way that flows naturally and doesn’t seem forced. If you force the keywords, Google can see this as manipulative and a bad user experience, and can hold it against you in the search rankings. If there isn’t much content on the page, you can optimize the headers and sub headers.
If you have a large site and a marketing budget, it may be worth consulting an SEO agency to help you with the complexities.
Offer Some Value
Ok, so you’ve optimized your site for search engines and you are beginning to see the results. Traffic is flowing in to your most important pages, but that is only half of the battle.
Make sure you have a sales funnel in place to ensure you can capitalize on the traffic to your site. Having a contact form is a no brainer, but often that isn’t enough.
If a potential customer is in the research phase of their purchasing funnel, you can be sure that they are comparing you against your competitors. So, you may need to offer them something to remember you by.
A Free Trial – This works well for service and software products. A free trial can get your customer immersed in your product, allowing them to get past any hesitancy or excuses they may have.
White Paper or Research Study – these days users can be guarded over their email address so you need to offer something in return. If you have some research on the industry or a detailed product comparison that no one else has, offer a free download in exchange for an email signup.
Discount – offering a 15% discount or a $25 coupon in exchange for an email signup can work really well with ecommerce websites.
Check back next week for Part 2 of this post where we will cover a few best practices to help your onsite conversion rate.