Part of your early SEO strategy this holiday was probably to conduct keyword research to find highly searched keyword terms in your industry, with relatively low competition. By driving traffic that is searching for “ornaments” to your site, you’re going to work harder to convert this traffic than let’s say “sardine can Christmas tree ornament” or something of that nature. Are you focusing all of your SEO efforts on driving the traffic for those tough general keyword terms? Or are you diversifying and looking at the long tail opportunities for driving more targeted traffic as well?
There are a few things to think about when optimizing your SEO for Conversion Rate Optimization this season:
1. Long Tail Keywords
Invest time and energy in driving longer tail keyword traffic instead of just a small group of general keyword traffic. This doesn’t mean you should ignore the general keywords when conducting SEO, but always think about ROI and make sure you’re investing your time and resources into what will drive results/performance. Speak to the visitor’s needs in the various stages of her buying process. By speaking to your visitor more effectively and taking into account the various long tail opportunities there are, and including some of these long tail keywords in your content, you’re more likely to drive long tail keyword traffic. So, don’t just talk about “ornaments” on your ornament landing page, instead, write content about all the different descriptive types of ornaments you sell.
2. Micro Sites
Drive your visitor to the right place. Build out micro sites or sales pages on different domains to more effectively speak directly to a need of a bucket of keywords that are longer tail, and then link back to your site. This gives you back linking which will help with your SEO, but it’s also a way to be sure to drive very targeted traffic to a page that speaks specifically to their interests.
3. Meta Description Tags
While ‘Meta Keyword’ tags are a topic of debate in the SEO world, what has remained is the frequent use of a “Meta Description” tag. This tag should contain an overview of what the visitor will experience on your specific page. Make sure this tag is only a couple os sentences long and identifies with common long tail keywords your prospects use. Omitting the “Meta Description” tag will result in the search engine quoting unintended parts of the page in the search engine results page. It will also prevent the page from being ranked as favorably as possible.
So you don’t think you’re ready to invest in Conversion Rate Optimization because you feel you still need to invest in getting more traffic this holiday? It’s not about the battle between SEO and CRO to see where you should invest your marketing dollars because they really should be worked on simultaneously. You should actually look at these two things as complimentary and by investing in Conversion Rate Optimization with FutureNow, you’re actually investing in SEO automatically.
At FutureNow, we can help you optimize your SEO and Paid Search in parallel with optimizing the experience your visitors are having on your site. Conversion Rate Optimization is about improving your performance from the marketing source, driving the traffic to your site to the final point of conversion on your site.