Search marketing is about more than just attracting traffic – you also need to optimise for search conversions so all that hard-earned traffic doesn’t go to waste.
Building a search presence
that generates plenty of traffic takes a dataset lot of time, effort and money. If your SEO strategy isn’t converting web visitors into paying customers, you’ve got a problem.
Search typically starts the customer journey and this makes it difficult to prove your SEO strategy is generating revenue. In this article, we explain how you can optimise each step of the search experience to convert SEO traffic into paying customers – and prove it in your reports.
Optimising beyond the first click
Many marketers think of SEO as an driving traffic to your website acquisition strategy for generating traffic, but this is only one of its roles. Yes, search marketing is most active during the acquisition stage of your strategy but it’s heavily involved in the engagement stage, too. Crucially, it also lays all of the foundations for the conversion stage.
If you’re putting all of
SEO resources into acquisitions and neglecting american samoa business directory the latter stages of the search experience, you need to reconsider. Sure, you might be generating plenty of traffic but what’s happening to visitors after they land on your page?
Without optimising for engagement and, ultimately, conversions, your SEO traffic – and most of your budget – is going to waste.