Is Your Search Engine Optimization Campaign Broken?

You’ve done the work, you picked your keywords, you’re using them in your site text and beyond, and still nothing. No visitors. No conversions. Just silence. Were all your search engine optimization efforts for nothing? What’s going on?

Site is Ranking But Not Converting

Picture the following situation: an SEO has been approached by a client who says, despite ranking number one for many of their keywords, they’re still not getting many leads or bringing in conversions. They want to know what to do. This can sometimes be an occurrence at an agency.

The first thing I’d want to do is take a look at the site’s analytics and see what keywords are bringing converting users into the site. I don’t care how many number one rankings you have in Google; if they’re the wrong rankings, they’re not going to help you or your site. Search engine optimization isn’t about collecting visitors on your site. You’re not a museum; visitors who do nothing but look at what you have to offer are of little value to you. You want visitors who will convert.

If people are landing on your site and then leaving once they see what you’re about, then it’s time to do some keyword research, choose the right keywords, and learn how to use keywords once you’ve got ’em. Use Google Search Console, Semrush, or AHREFs to pinpoint high-activity search terms for your industry. Personally, I think Semrush and AHREFs are two of the strongest keyword research tools out there. They give you a totally unfiltered view of what users are actually searching for. This is a great alternative if you use Google Search’s instant dropdown to research what users are searching for. Google wouldn’t be populating their search boxes with those terms if that’s not what users were interested in. And better yet, because those are the terms being pre-populated by the engines and already in users’ search boxes, they’re more likely to use them. Running through these tools should help you discover new opportunities for keyword and content development.

The second thing I’d recommend the site owner do is run through his site, identify the conversion funnel and plug up all the holes. Users are landing on your site, right? Where are they exiting? Is there a common point where people jump ship? Maybe there’s a 404 problem or a complicated form or copy that could be written to be better optimized. Once you know where the problem areas are you can fix them. Simplify the conversion funnel to make it easier for people to convert. Unless this is your aerobics workout we’re talking about, there’s no need for unnecessary steps. Give users what they want and then get out of their way.

Going along with that, make sure you have a clear call to action. Don’t be the site owner that gives customers so many choices on things to do that they get confused and do nothing. If you want them to click through to a different page, tell them that. If you want them to buy the product right there, tell them that too. The most compelling call to actions, whether created for search engine optimization or PPC, are those that include a compelling benefit. Encourage users to buy now in order to take advantage of free shipping or to click to read about how they can increase page views tenfold. Let them know what’s in it for them.

Related to plugging up the conversation funnel, I’d also recommend the site owner take a look at his site architecture and make sure that the high traffic pages aren’t buried 10 directories deep.

There are plenty of reasons why a user might visit your site and then leave without converting. Maybe it’s a site architecture problem, a copywriting issue or a sign that you don’t understand your core users. However, I think by analyzing your keywords, repairing your conversion funnel and engaging consumers, you’re sure to better any site or search engine optimization project.

Transform your SEO strategy into conversions and engagement—analyze, optimize, and engage to convert visitors into valuable customers now. Talk to us.

FAQ: How Can I Improve My Search Engine Optimization Campaign?

Your online presence relies heavily on Search Engine Optimization campaigns, with high rankings in search results having an enormous impact on both visibility and traffic to your website. I am an SEO specialist who will offer useful insight and practical advice to maximize the effectiveness of your campaign. Let’s discover this world together so that we can all achieve success together.

  1. Define Clear Objectives

Before you embark on your SEO journey, establish specific and measurable goals. A clear direction will guide your efforts, whether it’s increasing organic traffic, boosting conversions, or outranking competitors.

  1. Comprehensive Keyword Research

Keyword research is the cornerstone of SEO. Use professional tools to identify relevant keywords and phrases. Incorporate them strategically into your content, but avoid keyword stuffing, which can hurt your rankings.

  1. High-Quality Content

Content is king in the SEO realm. Create engaging content that appeals to your target audience, updating your website regularly to maintain its appeal for users and search engines alike.

  1. Technical SEO Audit

Perform a technical SEO Audit to identify issues that could be hindering the performance of your website, such as slow page speeds, mobile-friendliness, and broken hyperlinks.

  1. Use Your High-Quality Content to Acquire Quality Links

Quality backlinks from authoritative sources are a valuable asset. Focus on building a diverse and natural backlink profile. Reach out to relevant websites for guest posting opportunities and utilize white-hat link-building techniques. Take full advantage of your high-quality content to amplify your content across social media and build connections who will want to link back to you. Don’t artificially inflate your links by building any old links.

  1. User Experience (UX) Enhancement

A seamless user experience is pivotal for both visitors and search engines. Ensure your site is easy to navigate, visually appealing, and responsive on all devices.

  1. Optimize for Local SEO

If you have a physical presence, optimize your site for local SEO. This includes creating a Google My Business profile, obtaining online reviews, and providing consistent NAP (Name, Address, Phone Number) information.

  1. Regular Analytics and Reporting

Use data-driven insights to monitor the performance of your SEO campaign. Google Analytics and other tools will help you track your progress, allowing for adjustments when necessary.

  1. Stay Abreast of Algorithm Updates

Search engines continually evolve. Stay informed about algorithm changes and adjust your strategy accordingly. Industry blogs and SEO news sources are invaluable for keeping up to date.

  1. Focus on Mobile-First Indexing

Google predominantly uses mobile-first indexing, so ensure your website is mobile-friendly. Test it on various devices and browsers to ensure a seamless mobile experience.

  1. Social Media Integration

Integrate your SEO and social media efforts. Share your content on social platforms, engage with your audience, and encourage social sharing to boost your online presence.

  1. Avoid Duplicate Content

Duplicate content can harm your SEO efforts. Use canonical tags to tell search engines which version of a page is the original, and avoid duplicate descriptions and meta tags.

  1. Video and Visual Content

Visual content, such as videos and infographics, can enhance user engagement. Incorporate multimedia elements into your content strategy for a more comprehensive user experience.

  1. Site Structure and Navigation

Optimize your site’s structure for easy navigation. A well-organized website with logical categories and internal linking can improve both user experience and SEO.

  1. Monitor and Manage Site Speed

A slow-loading website can lead to high bounce rates. Regularly monitor and optimize your site’s speed to provide a better experience for visitors.

  1. Seek Professional Guidance

If you’re finding it hard to navigate the complexities of SEO, don’t be intimidated to seek professional assistance from specialists in this field. They can provide tailored guidance and support that suits your individual needs.

  1. Patience and Persistence

SEO is not an overnight endeavor. It requires patience and persistence. Consistently implement your strategies and evaluate their effectiveness over time.

  1. Adapt to User Intent

Understand user intent behind search queries. Craft content that answers specific user questions and provides valuable solutions.

  1. Secure Your Website

Website security is not only crucial for user trust but also for SEO. Use SSL certificates to encrypt data and protect your site from security threats.

  1. Continuous Learning

SEO is a dynamic field. Keep learning and adapting to stay at the forefront of the industry. Attend webinars, conferences, and workshops to stay informed.

Enhancing your SEO campaign requires dedication, knowledge, and adaptability. Following these expert recommendations can help you optimize your SEO effort and reach your desired online visibility.

Lisa Barone is a writer, content marketer & VP of strategy at Overit Media. She's also a very active Twitterer, much to the dismay of the rest of the world.

See Lisa's author page for links to connect on social media.

Comments (1)
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One Reply to “Is Your Search Engine Optimization Campaign Broken?”

There are a few solutions out there that aid in finding 404 errors and other technical errors that may drive away users, but definitely the obvious and best place to start is good analytics to tease out the cause of low conversions.

I don’t mean to toot my own horn, but testing is a perfect scenario for this type of situation if the problem is not related to technical issues. You can try out different messaging and the results of the test will tell you what customers respond to and what they dislike.

I wonder how many other companies company are handling SEO so well without finding success. As you said, the whole funnel has to be solid or else there is money being left on the table.

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