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Conversion Optimization, What? You Mean SEO Isn’t Just About Keywords?
Posted By John On March 6, 2009 @ 7:58 am In Conversion Optimization,Usability | 3 Comments
During conversations I’ve had recently, there’s been a recurring theme: Conversion Optimization is really important for SEO success. It’s easy to get lost in the minutia of on-page optimization, always looking for the next keyword to tweak or piece of content to write. But I’d like to remind everyone (including myself) why this is called the Search Engine Marketing industry. Marketing, as defined by Princeton’s Wordnet , is “the commercial processes involved in promoting and selling and distributing a product or service.”
Maybe I’m preaching to the choir, but in short, this means your SEO campaign can’t be based on rankings  and traffic alone! As marketers utilizing the search engines to sell products and services, we need to know how to optimize our websites for increasing conversions, and improving bottom-line revenue. Over the next 2 weeks I will discuss how to incorporate conversion optimization into your SEO campaign with user experience and design considerations, making data driven decisions to increase conversions and revenue, and why you should “never stop testing.”
Part 1: User Experience
At the core of conversion optimization is improving the user experience. How does a potential customer flow from search query to landing page to lead or buying process to conversion? Here are some guidelines for improving the user experience for conversion optimization:
That’s it for now. Next week I will discuss how to make data driven decisions for increasing conversions and revenue and the importance of testing.
What other user experience elements do YOU look at when optimizing for conversions? Leave me a comment and let me know!
Article printed from The Adventures of SEO Boy®: http://www.seoboy.com
URL to article: http://www.seoboy.com/conversion-optimization-what-you-mean-seo-isnt-just-about-keywords/
URLs in this post:
 Princeton’s Wordnet: http://wordnetweb.princeton.edu/perl/webwn?s=marketing
 based on rankings: http://www.seoboy.com/unsexy-seo/seo-rankings-and-your-seo-success/
 search intent: http://www.seomoz.org/blog/segmenting-search-intent
 conversion oriented design: http://www.ppchero.com/discover-5-landing-page-design-changes-that-build-authority-and-boost-conversions/
 conversion trigger: http://www.webpronews.com/expertarticles/2008/04/10/seo-step-nine-of-ten-conversion-optimization
 Using Less Keywords for Greater SEO success: http://www.seoboy.com/using-less-keywords-for-greater-seo-success/
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