The correct audience
With Search Engine Optimization (SEO), the process of promoting our website to Search Engines, our goal is not simply to attract as much traffic as possible, so to have as many visitors as possible.
Our goal is to attract the right traffic and the right visitors. What does "right" mean in this case? We will consider this below, keeping in mind that Low traffic is often preferred.
The hunt for countless visitors is finally a wild-goose chase ...
Most businesses are putting their all their efforts to attract more visitors to increase their website traffic. Using various techniques to achieve this, often unconventional, in the attempt to optimize the pages of their website based on the keywords that have the most monthly searches on Google.
Unfortunately, attracting as much traffic as possible, commercially, is not the best strategy for a successful website and ultimately costs more. Traffic that is not converted into sales is considered "useless" traffic. So if thousands of people visit your website or e-shop but few buy, something is clearly wrong.
Less is more ...
If you want to achieve online success, then you should focus on the conversion rate of your website and not on the number of visitors. A website with a high conversion rate and low traffic performance performs better than another with high traffic and a low conversion rate. Let's look at an example to understand better. Suppose we have two friends, Adam and Ben, who have both e-shops selling shoes:
- The e-shop of Adam is visited by about 2,000 unique users a month, because Google is the first keyword of the keyword "discounted men's sports shoes". Adam makes 100 sales a month, his conversion rate is 5%.
- Ben's e-shop is visited by about 20,000 unique users a month, because it appears in Google's top spot for the popular keyword "shoes". Ben makes the same sales (with 100) with Adam, but in this case the conversion rate is 0.5%.
Both e-shops therefore have the same number of sales, 100. Why is this? How is it possible for Ben's e-shop to have the same conversions as Adam's after visiting 10 times more people?
And yet it is not at all strange and the reasons may be different. For example, Ben's word "shoes" includes a one-word keyword and is therefore very general. People who use one-word keywords in their searches in their overwhelming majority are not interested in buying. They just look for general information about the issue they are concerned with.
The key phrase for Adam, on the other hand, "discounted men's sports shoes" includes many words (long-tail keyword), four in this instance. Visitors know exactly what they are looking for and, most importantly, they are ready to buy. This practically means that Adam needs fewer visitors to complete a sale.
Another reason may be the landing page, that someone clicking on a link from Google's search results. Could the landing page design be "poor" and/or not offer the information or the type the customer is looking for. This is usually the case with the results of the one-word search keyword.
In Adam’s case, this is unlikely to happen because the user is looking specifically for "discounted", "men's" and "sports" shoes. The search is very targeted, adhering to Google’s rule logic. Adams' landing page will please visitors that arrive at the site. If the site is attractive in its design, then a likely sale is made...
Increase revenue by working less ...
The four-word key phrases, such as "discounted men's sports shoes" in our example, has much lower competition than the very popular word "shoes". What does this actually mean? It means that it's much easier to climb your website to the top of Google searches for large and complex keywords.
Let's assume now that Adam spends 5 hours a month to maintain the 1st place in the search results for the long-tail keyword "discounted men's sports shoes". Assuming that the average hourly cost for SEO is $100, then Adam's monthly cost for his SEO activity is $500.
On the other hand, to preserve Google's 1st position on Google's keyword shoes, it needs to dedicate 15 hours a month because this keyword has a lot of competition, and by definition it takes a lot of trouble and time. This means that Ben needs to spend $1,500 a month to promote his website.
As mentioned above, both e-shops have 100 conversions per month. Assuming that each conversion brings a profit of $15 then Adam's Return of Investment (ROI) is 300%, for each euro that spends on Search Engine Optimization purposes it gets back $3. The equivalent of Ben’s is 100%, 3 times smaller ... and virtually zero. Essentially he gains no benefit from the SEO strategy he has chosen. He's getting exactly what he spends on SEO.
You know very easily what would be Ben's profit would be if instead of the 15 hours devoted to the one-key word, if he dedicated the same time to optimize three long-tail keywords. It would increase 3 times its earnings by dedicating exactly the same time for SEO. The conclusion is yours to make…
What can you do to increase your conversion rate?
Follow these 4 simple rules:
- Do not waste time to satisfy your vanity by winning the 1st place in one-word popular keywords. It could have little value to you.
- Optimize your website for long-tail keywords. Only these attract the conscious customers who are, ready to make the purchase.
- Create landing pages with attractive designs, absolutely relevant content and with the keywords for which you're optimizing (which is basically what the user is looking for) and of course a clear call-to-action. We want buyers, not surfers, so the buying option should be straightforward for the visitor.
- Ensure that your website has a professional set up and feel, in order to "hold" the visitor and challenge him for more actions and moves on it. The Low Bounce Rate should be your primary goal in designing and building your website.
To sum up, Search Engine Optimization's goal is not to attract visitors but customers. SEO creates the right conditions for the traffic that comes to our site from the search engines to be turned into a sale or what we have designated as the desired action by the user. If you do the right promotion, using the appropriate keywords, then you reduce your cost and time and increase profits.
Does the process of SEO seem difficult and complicated? The team at Centiva can help implement the right SEO solution for your business.