I have been thinking a lot recently about how SEO has evolved over time (link to previous post). In the pre-Google days—yes, I have been doing this that long—all you needed to do was update a meta keywords tag in order for your website to rank highly.
With the widespread adoption of Google Analytics, search agencies measured the increase of a client’s organic search traffic and used that as a metric to determine the success of their SEO efforts.
Every SEO agency would use a ranking report to validate the success of their SEO campaigns. The reports simply listed where a series of keywords ranked on the search engines. The more rankings on page one or in the top three—the better.
SEO is a lot more complex than that today. Rankings have not been a useful metric for years, and merely increasing search traffic by itself is only important to a client if it results in an increase in leads, sales, and/or revenue.
How do SEO agencies today solve this disparity between what they saw as success (high rankings and increased traffic) and what the client sees as success (more leads, sales and revenue)?
The answer is that SEO agencies can no longer focus on merely bringing traffic to the website. They need to become involved in turning that traffic into something that the client values.
Turning Traffic into Customers:
We have found that when we focus on the user’s complete journey—from entering a search query in Google to reaching a thank you page—we bring more value to the table and align our SEO Strategies better with a client’s goals.
Instead of stopping when an organic visitor reaches a website, we work with the client to convert that visitor into a customer.
For example, a client of ours was driving a significant amount of traffic to one of their main product pages. The problem was that while website traffic had increased, the number of leads being generated form this page had not.
To track visitors on this website and find out where they were getting stuck, we used Heat Maps by www.crazyegg.com Heat maps offer a color-coded representation of site activity. Colored circles showed where users clicked on a page. The brighter the color—the most clicks.
The sections highlighted below demonstrate where users were trying to click and get more information on a particular feature.
The problem was that the images and text that users were trying to click did not lead anywhere. There was no additional information, and as a result, visitors were going elsewhere to get that information.
Once we showed this to the client, they understood that their content needed to be updated with additional information. The result was an updated page that was user-friendlier and resulted in more leads and sales.
Because we recognized that our job was not finished when the search visitor reached the site, we were able to help our client secure more customers in a way that satisfied our client’s site visitors and our client’s goals.
Don’t Lose Your Visitors!
If your SEO campaign is not active, then let us help you stay on track of your goals. Contact us today to convert your visitors into customers and increase your site’s leads, sales, and/or revenue.