SEO traffic has almost no value if the traffic doesn’t convert into meaningful action. Whether your goal is collecting email, making a sale or getting people into your funnel, your visitors need to convert – or you’re just wasting all that traffic.
There are numerous steps you can take to increase conversion rates for SEO traffic. But there’s one vital thing you need to do first …
Know your visitors
It may sound simple, but it’s true. You won’t get anywhere with SEO if you don’t take the time to understand your traffic:
- Who are they?
- What are they searching for?
- Why are they coming to your site?
- Where are they coming from?
- What do they do after they reach your site?
Why does it matter?
Let’s focus on just one of those questions above: What are they searching for?
Now, imagine you run an online shoe store, and you’re getting traffic from people searching for Adidas sneakers. Problem is, you don’t sell Adidas. So when they reach your website, they quickly drop off.
With this insight, you could explore several options, such as:
- Adding Adidas inventory to take advantage of the traffic you’re already getting (which will likely help your SEO results even further)
- If you can’t sell Adidas: add content about Adidas that directs visitors to similar products they’ll like
Either of these options would help to boost conversions.
But what if you DIDN’T have insight into what that traffic was searching for? You’d be optimizing in the dark, having no idea why people were dropping off the site or how to fix it.
That’s just not how SEO works.
How to approach traffic analysis
So, how do you get to know your visitors?
For starters, track everything. Use tools like Google Analytics to not only track your SEO results but also study your visitors.
- What are your users’ motivations?
- What problems are they looking to solve?
- What are they expecting to find on your site, based on their search queries?
Leverage this insight to tailor your content to what your audience wants, and you’ll see a dramatic improvement in conversions from your organic traffic.