Though website marketers should not attempt to manipulate search engines, there are still plenty of effective search engine optimization tactics to improve results and generate new leads or customers from website marketing. Modern SEO requires emphasis on conversions over search rankings. Focus your website marketing strategy and investments on converting search engine traffic into website visitors, converting website visitors into leads and leads into sales. Instead of an outdated SEO strategy focused on gaining top search rankings, use the SEO best practices with tactics recommended by the leading search engines to generate more visitors to your business website. Quit wasting time and money creating self promotional sales copy and over optimized content only intended to achieve high rankings in search engines! Instead, your business needs to provide great content visitors want!
3 SEO Marketing Tips to Increase Conversions
- Use a unique title tag on each website page – Each page of your website is a unique opportunity to rank for a keyword phrase. The title tag is not only the first things a visitor sees in the search results but also one of the first places a search engine evaluates to find out what the page is about. Don’t try to cheat or take shortcuts creating great titles but then neglecting the content itself! The page content must be aligned with the title for search engines validation else it won’t be presented in search results. Use one or more of the most important keywords in the page title related to the content found on the page. Because search engines truncate longer title tags when displaying results on Search Engine Results Pages (SERPs), the title tag should be less than 65 to 70 characters. There is no need to waste the space with the name of your business. Google and the other search engines will already know your business name and brand if your website is connected via webmaster tools, on Yahoo, Bing and Google Maps and by other means without using the title tag to tell them.
- Use a unique Heading tags in each website page – Avoid one of the most common web page mistakes by using header tags only for styling purposes. Instead of only using header tags for styling, use them as an opportunity to break up the page content while also utilizing variations of your long tail keywords on the page. Unfortunately, using head tags for styling but not as signals to search engines is a common mistake often made by inexperienced content creators or site owners utilizing WordPress and other Content Management Systems (CMS). Use only one H1 tag per page and include a variation of the most important keyword phrase for your website. Use additional keyword variations in sub-header tags on your page. Sub-header tags include H2 and H3 tags. Multiple H2 and H3 tagged headings may be used on a page when the content supports doing so. Though ok to utilize, H4 tags are mostly ignored by modern search engines. Not getting the website results you'd like? Find out about a fully integrated digital marketing solution.
- Stop writing and publishing content for SEO – Always create content visitors want instead of writing with SEO as the purpose for the content! Don’t use keyword stuffing tactics by placing keywords needlessly into content. Write for humans instead of writing for search engines. Adding a few keyword variations into the content is fine and will be easy to do if you are knowledgeable about the topic and utilize a natural writing style. But, don’t overdo it! Using keywords in website content should never be the emphasis of your content marketing strategy or the sole reason you are publishing a piece of content. Avoid worrying about reaching specific keyword density. Instead, create great content visitors will want to consume and valuable enough to be shared naturally. A good rule of thumb for modern SEO is to never include a keyword more than 5 times on a page and shorter content should use less. Otherwise, your content is unlikely to be readable while incurring risk of being ignored or penalized by search engines when it appears the content is only for SEO purposes. Create and publish content visitors want and are searching for instead of creating thin content only for the purpose of attempting to gain high ranking search positions. Stop focusing on SEO rankings. Create and write content for humans and the search engine traffic will follow. Even if you are successful in gaining a top search ranking, the ranking is likely to be short lived due to visitors leaving the site quickly when not finding what they searched for after clicking over from SERPs. Instead of converting traffic into leads or leads into sales the visitor will return to the search engine to find better content. Today’s search engines monitor bounce rates, time on site, time spent on page and additional page clicks. When visitors enter your site and quickly return to a search engine to find a better page, the monitored signals inform the search engines to stop listing the page in the results in favor or competing sites that deliver valuable content visitors want!
BONUS SEO Marketing Tip: Use the meta description tag to motivate visitors who find you in search engine results pages to click into your website. Though the meta description tag is not used my most of the leading search engines such as Google, Bing or Yahoo for ranking purposes anymore, it is still worthwhile to create a unique description for each page. Not including a description tag leaves it to chance as the search engines will attempt to derive a description from your page or use the first paragraph found on the page. Instead of leaving to chance, think about using a Call to Action (CTA) where you can describe what the visitor will find on the page or better yet tell the visitor what questions will be answered by visiting your website. Doing this correctly is usually one of the easiest ways to convert visitors who find your site in search engines into traffic to your website. Qualified website can then be nurtured into converting into leads and sales. Create a unique and compelling description for each page of your website while keeping the description tag under 145 characters.
Still believe SEO is dead?
Regardless of the over stated “SEO is dead” mantra being frequently bantered around in the media or what other unknowing website marketers and some social media marketing consultants may want you to believe, plenty of opportunities to utilize good SEO practices still exist! In addition to great content, SEO and Social Media Marketing work better when used togethor as components of an integrated Internet marketing strategy.
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