Using SEO To Convert Web Traffic Into Leads

Many marketers focus all of their energy on ensuring they rank high on the search engines and do not think about converting the visitors into quality leads. As a result, you have many web visitors but do not gain any value from them.

Thankfully, there are some additions you can add to your SEO strategy to ensure you get maximum conversions from your web visitors. Any competent Los Angeles SEO agency can inform you of the need for these additions as they tend to close the gap between SEO and an increase in ROI.

Craft SEO with the right intent

Before you start crafting SEO, you need to consider the goals and objectives of the SEO strategy that you are employing. Focusing on attracting more traffic is a good objective, but it is not helpful if you do not create good actionable plans to help convert the traffic into buyers.

Adapting to keywords that can lead to more conversions

According to Growandconvert, the websites that bring in a lot of traffic rarely have the highest volume of conversions. Many people who are asking common queries are merely looking for information and do not have the intent to buy. For example, if a person searches for shoes, he/she is probably window shopping and won’t buy any product from the websites appearing on his SERP.

However, when a person searches for Adidas ladies’ sports shoes, he may already have money in the pocket. If you want to convert more traffic, you need to focus more on these keywords that are not very popular but can convert maximally. Another advantage of doing this is that these keywords have lower competition than the top keywords; hence you can rank higher on search engines.

Review previous content

You need to check whether your content provides value to your customers and see if it addresses their pain points. If it does not, it is high time you correct it, and you may be surprised by the kind of effect that such a small change can create.

Understand the buying journey and try to ease it for your visitors

Nowadays, salespeople are less likely to influence the customers’ decisions because they barely interact with the consumer. Gartner reports that when a person wants to buy something, he/she spends only about 17% of the buying time with the potential suppliers. For most of the purchase-journey time, the buyer is searching about the product either online or offline.

Now an SEO expert can take advantage of this by ensuring the buyers’ journey is smooth. The best way to do this is to provide helpful information to let the customer know what he/she needs to confirm before buying a product. Once you have done this, the customer is more likely to complete the buying journey and convert into a loyal customer.

Having giveaways

You can have giveaways to encourage consumers to give you their emails. For example, you can be providing free trials and free product demos to customers who are willing to sign up. Doing so encourages the customer to sign up, making you one step closer to converting him/her into a buyer.

If you cannot give demos, consider having webinars or having a PDF that addresses most of your customers’ issues.  If you have webinars or PDFs, ensure that they offer value because you want to send the right message to your target consumers. Engage in comprehensive research, discover your target customer’s pain points and address them extensively.

Lead nurturing

Even after getting leads, you must nurture these leads so that they can eventually convert into customers. Do not be too pushy since many people hate that and may soon lose interest in you.

Newsletter signups

To implement these, Mark from DigitaWise tells us that you need to have a functioning blog that has engaging and valuable content for your consumers. Naturally, consumers will want to get updates from you, and you should encourage them to sign up for the newsletters. As you keep these consumers up to date with your latest content, you can occasionally (not always) urge them to buy from you, and with time, you may find that some are converting to become buyers.

Email segmentation

One of the best ways to nurture leads is using emails. One tactic that proves to be very effective in nurturing email leads is email segmentation. Email segmentation is the process of dividing your subscribers into smaller categories based upon some set criteria.

These criteria could be their location, interests, purchase history, and much more. Using segmentation, you can personalize your messages based on the criteria you use to try and convert these into consumers.

CTA

Always remember to have a CTA (Call to Action) strategically placed in your newsletters and emails. Do not be too pushy because your messages may end up in the spam folder. Be creative about and make it subtle, and eventually, the consumer may heed the call.

Optimizing your landing page

When people click on your ads or email links, they will most likely land on your landing page. You should optimize the landing page to ensure it converts maximally. The first thing to express on your landing page is what you are selling in a concise manner. When target customers get to your landing page, ensure that they can directly know what you are selling.

You can have a background image relating to what you are selling. It serves as a visual element that helps attract your customers’ attention. Also, remember to put some social proof identifying you as a trustworthy brand. You can put up some stats or reviews from Amazon or Yelp.

Finally, put in a call-to-action at the end of the landing page. Remember that the landing page should be the page with the most conversions, so if it is not converting customers, ensure you optimize it.

Bottom Line

If your web traffic does not convert, then all of your SEO efforts are useless. As you develop an SEO strategy, ensure you think about transforming your traffic into leads to benefit more from SEO.