Watch this short video about top ways to improve conversion rates with quality SEO:

When companies engage Avita Group for SEO, they often focus on how much more traffic we can help deliver to their website with high-ranking search terms.

While increased traffic is obviously a vital part of SEO, what happens to all those new users when they get to your website should be the ultimate consideration.

Do visitors land on your page, get confused or frustrated and quickly leave?

Or do new users stick around, engage with multiple pages and ultimately accomplish the conversion goal you’re looking for?

Whether that goal means completing a contact form to create a new lead or purchasing a product or service you’re selling, conversion is the key metric to your business’ growth.

We’ve previously discussed the ways that SEO can improve the conversion rate on your website, but thought it would be a good time to follow up with greater details on the subject.

So what is Google looking for on a website?

Among other things, quality content, enjoyable user experience, and credibility and trust. 

Expert SEO agencies understand this and incorporate the following practices into their content building strategies:

• Using Keyword Relevance to Target Your Traffic
• EEAT – Building Credibility & Trust
• Making Content Quality a Top Priority
• Improving User Experience

Let’s look deeper at the best SEO conversion practices.

Using Keyword Relevance to Target Your Traffic

Yes, effective SEO brings more relevant visitors to your site, increasing the likelihood of conversions.

To get these relevant prospects, you need to find and focus on relevant keywords that your potential customers would most likely be searching for to find a website like yours.

By using these keywords liberally within your content on your website, you will rank higher and attract visitors who are actively searching for your products or services. 

This means the traffic you receive is more likely to be interested in what you offer, thus increasing your conversion chances.

Search intent matching

That’s just another technical way of saying focus on keywords that specify what you do and speak to what that potential customer would be searching for.

Many years ago, Avita Group took on a client that specialized in educational courses designed for people who wanted to open their own assisted living facility for the elderly (aka RCFEs).

Many of the keywords they previously targeted focused on terms such as “senior living facilities” or “senior class training”. 

These broad-based keywords could mean many different things – some of which would not relate specifically to an individual who wants to take courses to obtain their RCFE administrator license.

So we focused the strategy on those kinds of keywords with greater specificity, such as…

• “Senior living administrator classes”
• “RCFE training courses”

…which delivered targeted search results to the exact audience the client was trying to reach. Within six months of narrowing the keyword focus, their course sign-ups increased over 100%.

By aligning your content with the right search intent, you attract visitors who are more likely to take the desired action on your site.

What Are Long-Tail Keywords?

Sometimes, it’s also beneficial to make your keywords longer to match an even more precise intent. 

We call these long-tail keywords.

While these tend to have lower search volume, they should show higher conversion rates because they indicate a more specific need or intent. 

For example, if your company sells office chairs designed to help people with back pain, someone searching for “best office chair for lower back pain” is likely closer to making a purchase than someone searching for “best office chair”.

Local SEO Case Study: The Importance of Local SEO

For businesses with physical locations or serving specific areas, local SEO helps attract nearby customers. This includes optimizing for “near me” searches and ensuring your business appears in Google’s local pack results. 

These visitors often have high conversion potential as they’re looking for immediate, local solutions.

Here’s one local SEO case study.

Several years ago, we were engaged by a new client specializing in outsourced IT support in Los Angeles. 

While the client was actively targeting Los Angeles related keywords, we saw an opportunity to dive even deeper into the Google local pack ranking strategy by targeting suburbs within the LA County area.

Thus we created new pages with keywords, copy headlines (knowns as H2s and H3s), title tags and meta descriptions that included a “relevant keyword + a local city” such as:

• IT support Santa Monica
• IT services Studio City
• Managed service provider Pasadena

Within three months of these new pages and targets being launched with this “SEO near me” strategy, the client saw its search rankings for those keywords skyrocket from a previously >100 position into the Top Ten. 

While the search volume of these terms wasn’t nearly as high as the greater Los Angeles related terms, the narrow focus allowed businesses residing in those communities and looking for that “near me” solution to find and eventually hire our client.

Content Relevance and SEO

It goes without saying that relevant content will always help your SEO efforts.

Give your audience what it’s looking for and become an expert on that subject. We’ll expand on the content quality aspect of SEO later in this piece.

By focusing on these aspects of targeted traffic through SEO, you can significantly increase the quality of visitors to your site, thus improving your conversion rate.

EEAT – Building Credibility & Trust

Higher search rankings can enhance perceived trustworthiness, encouraging users to convert. The important acronym to remember when creating content and writing copy for your website is EEAT.

EEAT stands for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

It’s an expanded version of the original EAT concept, with the addition of “Experience” as a key factor. 

Google has become keenly aware of content that’s created solely for the purpose of stuffing in keywords that will hopefully help your website rank. 

But the days of keyword stuffing are long gone. 

Now search engines are giving the highest ranking priority to those websites that create content that is informative and pertinent to the target audience, and shows you’re an expert in your field.

Particularly in today’s AI driven landscape of content shortcuts, Google is looking for personalized approaches to content. This includes anecdotes of experience and expertise on the topic that no artificial tool could have written.

Which brings us back to EEAT.

EEAT emphasizes the importance of lived experience alongside formal expertise, particularly for topics where personal experience is highly relevant (like product reviews or health-related content).

Here are some of our best practices on how you can incorporate EEAT into your online presentation.

Experience:

• Share personal stories and case studies
• Offer practical tips and solutions based on real-world application
• Use “I” or “we” statements to highlight personal experiences

Expertise:

• Showcase relevant qualifications, certifications, and education
• Provide in-depth, well-researched content
• Stay current with industry trends and developments
• Cite reputable sources and studies

Authoritativeness:

• Build a strong online presence in your niche
• Contribute guest posts to respected industry publications
• Participate in industry events and conferences
• Earn backlinks from high-quality, relevant websites
• Maintain consistent branding across all platforms

Trustworthiness:

• Provide accurate, up-to-date information
• Be transparent about your credentials and affiliations
• Include clear author bios and contact information
• Promptly address user comments and reviews

Remember, the goal is to create content that genuinely helps your audience while demonstrating your experience and expertise. This approach improves your search visibility and builds long-term trust with your users.

 

Making Content Quality a Top Priority

We spoke briefly about relevant content above, but let’s now focus on quality.

Here are some of the ways your content’s quality can drive engagement and increase conversions.

Comprehensive Coverage

Create in-depth, thorough content that covers topics extensively. 

Make sure you’re addressing and answering the user’s question that he or she may have posed in the original search string. 

Updated and Fresh Content

Search engines favor fresh, regularly updated content that proves your business is active and attentive. This keeps your website relevant and current and gives users reasons to return.

When Google sees that a site has a favorable amount of repeat users, it then rewards that site for making itself a destination for information on your target topic.

Diverse Content Formats

Search engines know that people have less time for absorbing information in the traditional way – reading lots of text. 

Streamlining your content delivery into easily digestible formats like short videos, infographics, podcasts, and interactive elements will increase the user’s time on the site and provide a more favorable experience.

By focusing on these aspects of content quality, you not only improve your search engine rankings but also create an environment that encourages user engagement and conversions. 

Quality content serves as the foundation for building trust, demonstrating expertise, and guiding users towards desired actions on your site.

Improving User Experience

Basic, but important SEO conversion practices will improve site speed and enhance easy navigation, which will boost conversion rates.

Here are some ideas that an online conversion expert will tell you should be the building block or creating a quality website experience.

Site speed

SEO best practices emphasize fast-loading websites. Search engines favor speedy sites, and users are more likely to stay and convert on a site that loads quickly. 

Techniques like image optimization, minifying CSS and JavaScript, and leveraging browser caching can significantly improve load times. 

If all of this means little, we suggest you consult with your development team or a digital analytics agency to get these building blocks correct.

Clear site structure

Google embraces a logical, easy-to-navigate website structure. 

This includes:

• Clear, descriptive URLs
• Intuitive menu organization
• Logical internal linking
• Proper use of header tags (H1, H2, etc.)

These elements make it easier for users to find what they’re looking for, reducing frustration and increasing the likelihood of conversion.

Page layout and readability

Search engines love when the content is quick and easy to understand. That means no long paragraphs with block after block of run-on sentences.

Consider:

• Short paragraphs
• Bulleted or numbered lists
• Relevant subheadings
• Strategic use of images and white space

These improvements make content more scannable and engaging, keeping users on the page longer and increasing the chances of conversion.

All of these areas will help reduce the ever-dreaded “bounce rate” on a site, which is the time a user spends on your site before they leave or “bounces”.

And the longer a visitor stays on your site, the more Google believes your site offers value to the user who searched and clicked on your result in the first place.

That behavior gets rewarded by Google, the engine all about looking good to users by promoting a good user experience with the top sites in search results.

Winning the SEO conversion rate game is an ongoing battle that combines the recommendations we’ve shared above along with consistent common sense on how to make your website experience better than your competitors.

Doing so, your users will thank you and so will the search engines.

 

Avita Group – California Digital Marketing Agency

Avita Group is one of the longest-tenured, five-star rated digital marketing agencies in California. Our clients often have had previous agency experiences and ultimately find a long-term home with Avita Group.

We offer fractional CMO services to boost your brand and your business by maximizing your SEO and PPC management, Online Reputation Management (ORM), and consider ourselves a LinkedIn ads expert.

The Avita Group team boasts a collective experience of over 30 years in the industry led by Founder and CEO, Brad Weber, and has worked with multi-million dollar companies to help improve their ROI, build better brand awareness, and mitigate negative online reviews.

Contact us for a free consultation to evaluate how we can transform and elevate your business.