SEO is, by its very nature, about obtaining high rankings in the search engines for keywords relevant to a website’s product and service offerings. This is, however, only part of the story. There are a host of equally critical factors to consider after achieving rankings.
Depending on which set of figures you read, the click through rate (CTR) on search engine results pages for the first natural listing could be anything from 15% to 40%! Our own research in this area indicates that click through rate varies wildly too. Reaching number 1 for a big keyword is great – but then it’s about maximising the traffic that this generates.
If you’re number 1 for a keyword with, on average, 100,000 exact match UK searches a month, increasing your CTR from even 20 to 25% will increase visitor numbers from 20,000 a month to 25,000.
Whatever your goal is, whether it’s a sale or an enquiry, your conversion rate will be critical to ensuring the maximum ROI on your campaign.
Conversion rate can be improved in a number of ways, by addressing factors such as usability, messaging and trust.
If a user does not convert from visit to sale on their first visit, the hope Is that they come back again in the future and convert. And one way to encourage that is to make sure they remember you and are in some way ‘in touch.’ Encouraging users to follow you on Twitter or Facebook is a great way to do that and, as such, social buttons on your site can be very effective.
Social factors are also having an increasing impact on search engine results.
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About the Author
Stacey joined us in 2009 as a junior copywriter; now she’s a recognised figure on the global speaking circuit, having wowed audiences in the UK, Europe and US – including at MozCon 2014. She leads our search team and works with clients to deliver high-level campaign strategies.Visit Stacey's Page
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