Achieve more website conversions with search engine optimization! How do search engine optimization and conversion actually come together and what does one have to do with the other? In this blog post, we explain it and give many valuable tips for practice !
A clear goal must be formulated for every website. In many cases, the formulations of the objectives are similar:
On the one hand, the website should be able to attract page visitors via the SEO channel (the search engine optimization of the website). On the other hand, this attention should lead to conversions (new customers and / or online purchases) for the company.
SEO and conversion – definition of the terms
First, let’s briefly look at what these terms are all about and differentiate them from each other.
SEO (Search Engine Optimization) aims to attract visitors to your own website with the help of so-called “organic search results”. Clicks on the “normal search results” of a search engine should turn into website visitors. In a blog post, we describe how SEO can also work in-house !
However: It is not always guaranteed that these page visitors who come to the website via SEO will actually turn into customers. And that brings us to the term ” conversion “. Turning site visitors into customers and realizing sales or orders is what conversion generation means.
Some websites have so-called ” Call to Action ” for the purpose of generating conversions. These calls to action are aimed at site visitors. This action can range from the “Buy now” button to newsletter registration, booking a test drive using the online form or simply contacting us by email.
What do SEO and new customer acquisition have to do with each other?
The conversion rate – i.e. the rate of page visitors who converts – is easy for the source Google to understand. This data is available in any web analysis software, Google Analytics or Piwik / Matomo … provided the web analysis has been set up well.
If the absolute Google visitor numbers in the web analysis reports for Analytics & Co. are very low and the conversion rate is quite manageable, then you should worry about visibility in search engines. There is then a lack of both quantity and quality in the streams of visitors from Google & Co.
From this we learn two things: Not every visit from a search engine has to be accompanied by an interest in buying or contacting us. And without measuring the conversions on the website, no targeted search engine optimization is possible. Measuring success is a basic requirement for website optimization.
Search engine optimization: focus of the searcher’s intention
Search engine optimization relies on the findability of a very specific page of a website when searching for very specific keywords. A central component of successful search engine optimization is the understanding of the intention behind a search query in search engines like Google. One speaks of the search intent, the intention of the searcher.
For example, if a user searches for “laptop” on Google, it is initially unclear whether this person wants to buy something or just study test reports. It is helpful to take a look at the results on Google itself:
The list of results presented here shows that a large majority of searchers apparently want to buy something when this search query is entered. After all, it is mainly shops that are displayed in the result list. However, a certain proportion of the searchers also want information. The corresponding pages would otherwise not be found under the results.
What can we conclude from this?
If the search query implies a certain intention, then only those pages can be placed on page 1 that meet this intention. An advice page on the topic of “laptop” will have a much more difficult time with the search query “laptop” than a shop website where you can buy something.
So, in the very first step, your website needs to be designed so that the content targets a specific search intent. A good page structure that does this job has another advantage: With the help of tracking tools such as Google Analytics, you can understand which content your site visitors are particularly interested in. To do this, look in Google Analytics in the main navigation point “Behavior” under “Website content”.
The step to conversion – the first contact with the new customer
What looks simple at first glance is often not that simple in reality: Getting site visitors to convert, turning them into customers.
If a page matches the search intent, the next step should be to determine which goals are to be achieved with the website visitor:
- If you want to register for an event,
- win a loyal social media fan or
- schedule an initial meeting?
Once this question has been clarified, you can work specifically towards the desired conversions.
Win customers for high-quality products and services
While online shops aim to achieve relatively clearly defined and easily definable goals, this is different with strongly sales-oriented products or services.
Seminars, higher-quality services, complex individual products as we know them from mechanical engineering cannot be sold online that easily. Nobody assigns a single-family house or the architect for the expansion of the new office with just a click of the mouse.
In such cases, there are various options that lead to initial contact with potential customers :
- Turn site visitors into Facebook fans,
- Guide page visitors to your YouTube channel,
- Encourage site visitors to register for a webinar ,
- set a newsletter registration as a goal,
- book a trial lesson or similar,
- arrange an initial consultation .
The threshold for establishing contact is lowered in all of these cases. With the conversion, it is not the product itself that is “sold”, only the first step towards product acquisition. One speaks of lead generation !
Conversions in the B2B area – lead generation
The first contact is particularly important in the B2B area, where more complex services and products are to be sold to companies. With the appropriate software solutions, website visitors can be identified even before they have proactively approached the offering company.
This B2B tools show also what interest the site visitors have. Ideally, such a solution offers additional data such as the industry, contact person and additional contact information with which a specific customer acquisition can be started.
Because: If you know who is interested in your offers, you can actively approach individual new customers. The gap between sales and marketing is closed at this point. The new customer contact (also called “lead”) – coming from online marketing – ends up directly with sales.
The ” offline conversion” that may result from such a sales contact cannot be tracked via Google Analytics – personal contact no longer takes place online. A good CRM (Customer Relationship Management) system should be able to close this reporting gap for you.
Such lead generation tools support the acquisition of customers in the B2B area strongly. They create a good basis for “warm acquisition” in sales. The purchase of “external addresses” can be saved or at least reduced considerably. These are budgets that will be available for other online marketing channels in the future.
Nevertheless, you should take further measures to optimize the conversion of the website in order to increase the conversion rate on your website. The “passive acquisition” of new customers via the web is still the most effective method for generating first-time customer contacts.
Take care of good visitor guidance on your website, an easy understanding of the offers and services and a basic search engine optimization of the website. Then this won’t just help you with SEO.
Other online acquisition channels will also benefit from these efforts.
Building a bridge between online marketing and sales
If you offer products or services that are ” higher-threshold ” and in most cases do not lead to a purchase directly with one click, you should also think of the “collaboration between online marketing and sales” as part of website optimization.
In traditional business areas in particular, there is still a lot to do when it comes to the interaction between (online) marketing and sales. The objectives for online activities are not coordinated with one another. The lack of communication between the two departments means that inquiries that come to the company via the Internet are lost. The sales department often doesn’t know anything about the relevant contact.
Here are a few tips for improving the collaboration between online marketing and sales:
- Establish regular information rounds and meetings that “bring all employees on the same page”.
- Online marketing should keep sales up to date on current measures and vice versa.
- Agree on which support the other area needs.
- Use a CRM (Customer Relationship Management) system.
- Every request and activity from customers and prospects should land in the CRM software.
- Define in CRM who gets what information and how it should be dealt with.
In addition to extremely extensive CRM systems, there are also simple solutions on the market that are particularly suitable for small companies or those who want to start working with CRM.
Listen to each other – sales to marketing, and marketing to sales.
The sales department is in daily contact with customers and knows what contributes to the sale. TOP arguments recognizable from this belong on the website – if necessary in new website areas to be created, such as FAQs , reference reports or advice pages.
This is a collection of articles about SEO. Check them out.
A question of the process:
Success in acquiring new customers through SEO
As simple as it is, it is also true: a car only drives as a whole.
Search engine optimization (SEO), search engine advertising (SEA), social media activities and other channels in online marketing can do great things. The desired success can only be achieved if the processes in the company guarantee the best possible implementation.
It is necessary to analyze the entire journey of a customer from the first visit to a website to the purchase or conclusion of a contract and beyond. The effort is worth it, because, as a result, a company can only benefit from it!