How is Conversion Rate Optimization Part of SEO?

What can you do with SEO when you’re getting traffic but not conversions? Here’s how to make conversion rate optimization part of SEO.

Video Transcript

Stephanie: So, kind of offshoot from what you just said, what do you do when you find that your SEO work is doing its job where you’re getting good traffic, you’re getting qualified queries bringing in the traffic, but the website design is failing you, and they’re not turning that into money, the revenue that needs to be there to get you where you need to be?

David: Exactly. So, if you have those data points, then you could make the case. That’s really why we have the monthly report that we have in Curious Ants. We recommend you send it to every client that has traffic, but also customer acquisition or lead acquisition. And if they keep seeing goose eggs for those leads, we want them to see that so they can say, why are there goose eggs? There are many reasons for a goose egg. Number one, the website is not built for conversion. That’s the number one reason.

Stephanie: Yeah.

David: Number two, we’re not reaching our audience because we’ve picked the wrong keywords. Maybe they’re too broad. Maybe they’re not specific. Three, maybe they’re calling us, and we’re not tracking the phone calls. Right?

Stephanie: Yeah.

David: But the point is that in the monthly report, we are not sharing with them, here’s how many impressions you got for this keyword and where you rank. We don’t want the conversation about that. We want a conversation about how many customers you are getting and where they are coming from. And when we have that conversation, and they say, well, we’re getting traffic… Because I often say to clients, first things first, we have to have traffic. Right? And that’s our first indicator that things are working. We’re finally starting to get visitors to our website. But initially, those initial visitors might not convert so well. And part of that is we’re still trying to figure out the right words to focus on. But if we know we have the right words to focus on, maybe the site’s not set up for conversion. At that point, we can say you got 1000 visitors a week just by the law of large numbers, so you should have some customers from this. We probably need to redesign this.

Stephanie: The reason I ask is that I went through that with a client, and they ended up firing me because the website wasn’t converting when I had nothing to do with the website design. And now they want to come back, and I’m like, no, I’ve seen how you work, so find somebody else that will play your game.

David: So, I’m going to share my screen here really quickly, and I’m going to find a better way to do this. But here’s the process, right? First, we get analytics set up, then we get conversions set up, then we set up technical stuff, then we set up the monthly report, and then we do conversion rate optimization, right? I’m still trying to figure out how to say this in Curious Ants, but the short version is the first thing I do with clients typically, is make sure there’s a clear call-to-action. And I am a crappy web designer. So, if all you have for a budget is for me to do it, it’s going to be ugly, but it’s going to work. Right? But I don’t want to make a distinction between SEO and conversion rate optimization. And so I think it’s really important to say conversion rate optimization is part of SEO, and it is included in the scope of services of SEO so that we’re getting those leads. And if they don’t even have a big button that says “Contact Me” on every page of their website as a bare minimum, that’s one of the first things I’m doing. I’m cracking websites open to add this button. Right? And that’s why it’s so early in the process.

Stephanie: Yeah.

Tricia: I have a question. I agree with this. The call to action is so important. What about if, when she’s looking through it, and she knows as well, some of it is not just the call-to-action isn’t there, but with some of the wording, the customers don’t understand what you are even offering.

David: Yeah, exactly. That’s why I’m having a hard time consolidating the conversion rate optimization process.

Tricia: Okay.

David: Basically, if I summarize that process I gave you, it’s find something. And I’m using that process more as a brainstorming tool to think of all the things you could think about. Conversion rate optimization has to do with page speed. Right? Page speed probably affects conversion rate better than it affects ranking. In other words, I know we know page speed is a ranking factor in Google, but it probably is more of a conversion rate factor.

Tricia: Yeah.

David: I have a client right now, and we’re really struggling with this. We’re finally starting to get a good amount of traffic, and it’s just not converting. And we just had to realize maybe the call-to-action shouldn’t be, “Get a quote.” Maybe that’s too far down in the funnel. Maybe the conversion should be “Contact Us.” And so, it’s like not buy now, it’s like let’s talk about it first. Maybe people want to talk about it first before they want to buy. And so, one of the things we’re going to do is everywhere it says, “Get a Quote,” we’re going to change to “Contact Us” and see if people are more willing to do that.

Tricia: Based on the specific business. I mean, each business is going to have a different call-to-action based on what they do and their ideal customers.

David: Does that help you, Stephanie?

Stephanie: Yes, absolutely it does. Yeah. For sure.

Tricia: I’ve actually got one, Stephanie, that I’m working with on my list this week to talk to about some of these things, the call-to-action and stuff. So, this is very timely for me, too.

David: Well, good. Go ahead and look at the CRO process and give me input. But one of the things in there, I’ll share this screen again, is this Lead Gen Playbook that Google released a few years ago. This is one of these not secret, secret releases from Google. This is a Google Ads product, but it’s basically how to get more leads from a website that’s lead-gen website. They have this whole set of these outside of just lead gen. So, if you have other things like, there’s one for lead gen, one for retail, one for finance websites, one for automotive websites, one for travel websites. Of all the things you can do to improve your leads for these different types of industries, here’s what you should look at. And I find that these recommended steps are really good. And if you just read through, especially if you have, let’s say, a real estate client or Stephanie, I know you sometimes have worked in the automotive space, right?

Stephanie: I’ve got a real estate client now.

David: Yeah. Look and see what they say about real estate as it relates to conversion rate optimization.

Tricia: Depending on the specific one, they can be… I found some of the most difficult because they usually have their realtor, and they can only make certain changes to their site. So, you get what you get with a lot of them, not all of them. So, yeah, that can be a difficult vertical to work with.

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