Conversion SEO: 4 Tips to Get Your Cash Register Kachinging
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You’ve done the work and you’ve done it well, and now your site proudly sits at the top of Google for all your keywords. Yet your click-thru rate is low and your bounce rate high. What went wrong?
Could it be that you were more focused on rank than you were on customers?
This is not uncommon. Too often we blind ourselves into thinking that all we need to do is get to that #1 spot and everything else will take care of itself.
Well, I hate to disappoint you, but if you build a website without special attention to converting visitors into customers, you might as well stand by and watch your online business wither and die in the scorching heat of competition that exists just a click away.
So what can you do? How do you parlay your golden SEO into real gold?
Here are 4 easy tips that are sure to get your cash register kachinging.
1. Craft a compelling title meta tag “calling card” with an offer or value proposition.
First, get customers to “walk in the door” with dynamite title and description meta tags that invite clicks. (Metatags in case you don’t know are what show in Google when you do a search.)
If you’ve done your SEO well, you already know that Google rewards you handsomely for keyword-rich title tags. So keep them rich, but keyword-rich doesn’t necessarily mean they are inviting or even compelling. They just might be ho hum, or worse, repulsive. How do yours stack up?
Let’s see. Take a moment now to perform a search in Google on your keywords.
Look over the title tags on the ten listings on that first page.
Are there any there that draw you in? Any that turn you away? Does yours stand out or does it blend into oblivion? While it’s true that number one position gets most of the clicks by virtue of its location, a well-crafted title tag could pull some attention its way. Hopefully that’s you doing the pulling.
Take a look of what I found for “santa cruz chiropractor.”
In that list, are there any that are particularly inviting? If I were to choose, I’d pick that number 1 listing whether or not it was number 1. Why? Because it had an inviting value proposition:
“Chiropractor Monterey New Patient Special Free Consultation”
How can I turn that down? And notice the two most important keywords at the beginning of the title “Chiropractor Monterey,” placed exactly where Google wants to see them when deciding who to put #1.
So when crafting your title tag begin with your main keywords and your city, and then include an offer or value proposition. But first run a query on your keywords. Review the competition and make yours stand out in the crowd.
2. Use your description as your elevator pitch.
Now look at the description. Here’s where the business owner gets a 2nd chance to get a click.
“Chiropractor Monterey offers Free Chiropractic consultation for Monterey, CA residents and surrounding areas of Carmel, Pebble Beach, Monterey County.”
I have to say I’m not happy that they felt the need to repeat the keywords there. It sounds like “Monterey Chiropractor” is the name of their business, and it’s not. This does not help them to rank at all as Google does not use the description for ranking, and, worse, it makes them sound a little less personal and spammy in contrast to the next one which reads:
“At Brunke Chiropractic, our focus is the health and healing of the total body. Our commitment is to delivering gentle, natural treatments to alleviate the…”
That to me is much more inviting.
It’s hard to say whether or not it will trump the great title of the first one, but it could.
So what can you do with your meta description tag to invite clicks?
I like to say that your description is akin to your elevator speech. Instead of 15 seconds, you have about 160 characters to convince people they need you. Spend some time getting this right.
3. Make good on your meta-bait.
After you get them to your site via your compelling meta tags, you now need to deliver on your promise and you only have about 7 seconds to do so. If your visitors don’t see what they came looking for almost immediately, they’ll click away and go back to that second choice listing in Google.
So, for that first place result above, what should their landing page have for them?
Well, what did they promise? In this case, it was a free consultation. And here’s what you’ll see at the very top of the page when you click through.
Did they deliver? They sure did. FREE FREE FREE and NEW PATIENT SPECIAL pop right out.
Your promise or meta-bait might be different, and it may not be an offer at all, but whatever it is, make sure it’s easily seen and jumps out at your visitor. Don’t bury it deep in copy. Put it up at the top where it’s the first thing they see. Highlight it in bold or bright colors. Use graphics to draw attention to it.
And coincidentally, all these tactics you’ll be using to capture the attention of your audience are the very same things Google looks for when it’s looking for relevancy. So at the same time you’re formatting for your visitors attention, you’re also increasing the likelihood Google will rank you for those keywords.
Your goal here is to get your visitors to stick by giving them what they came for. If they bounce away, Google will take note and if it continues over time, it may begin to think your site is not relevant for those keywords, and then your site will slip in the ranks.
But, more importantly, if you can’t get your visitor to stick you’ll be losing any chance you had of gaining a customer.
4. Reel them in with a strong call to action.
Finally, after they’ve taken the bait and settled in, you need to reel them in. You do this with a strong call to action. You can see in the screenshot above how Montereychiropractor did with a signup form that was placed prominently at the top of the page. “To redeem, fill out the form or call now,” they say.
Your call to action does not always have to be a sign up form. It can be a CALL NOW message, or CLICK TO DOWNLOAD, or ADD to CART, or any number of other things.
Whatever it is you want them to do, though, make it crystal clear, easy to find, and easy to use.
So there you have it. Four easy steps to SEO payoff and to get your cash register kachinging.
And you can take that to the bank. Ka-ching.