3 ways to turn your website into a sales magnet

From time to time, web professionals can be asked by customers to optimize their websites. This can be a very peculiar request because optimization can mean one of three different things: on-page search engine optimization, off-page search engine optimization and conversion optimization. These three different optimizations are often confused with one another, and at times, people can even regarded them as being the same.

From time to time, web professionals can be asked by customers to optimize their websites. This can be a very peculiar request because optimization can mean one of three different things: on-page search engine optimization, off-page search engine optimization and conversion optimization. These three different optimizations are often confused with one another, and at times, people can even regarded them as being the same.

In this article, we will look at the 3 different ways a website can be optimized in order to increase sales and increase your return on investment. Keep in mind, they are not all equally important and each method should be considered at different stages during your business’s development.

On-page search engine optimization

Skjermbilde 2015-04-28 kl. 13.32.31.png

On-page search engine optimization (SEO) means that the keywords and content on your site match up with what your intended audience is looking for. For instance, the tags used in your website should be consistent with what visitors are searching for. These things might sound minor, but they can have a big effect on how visible your website is to search engines.

Optimizing your website for search engines is limited by the fact that the internet is not a constant—and your website needs to reflect this. Just putting the right keywords and content out there is not enough to get the traffic you are after; the content also needs to be promoted or shared to grow properly.

 

Off-page search engine optimization

Skjermbilde 2015-05-15 kl. 11.47.49.png

Off-page search engine optimization is often confused with search engine marketing (SEM).  Off-page search engine optimization basically means working outside your website to get more traffic from search engines like Google or Yahoo. At times, this is called “free traffic” because you don’t have to pay Google in order to rank high in Google searches.

The process of getting a higher ranking on Google can be compared to a cat and mouse game where the rules keep on changing. This can make SEO very expensive and also makes it impossible to calculate a reliable ROI. Also, getting a high ranking on a search engine does not mean that those coming to your site will buy anything. It only means that they are more likely to be exposed to your site.

 

Conversion optimization

This is the least common type of optimization discussed in this article. Conversion optimization is about improving your website so that more of the people who come to your website take the actions you want them to take. This action could be signing up for a consultation, a free report or simply buying a product or service.

In order to properly improve a website’s conversion, you need to systematically test each step of your online sales process. And to get statistically significant results. you need thousands of views. Therefore, it can be difficult for small companies with little traffic and limited resources to test and make data-driven decisions.

 

Conclusion

On-page search engine optimization focuses on improving a website’s content and tags by focusing on keywords. Off-page search engine optimization focuses on improving traffic from organic searches on sites like Google and Yahoo. Conversion optimization focuses on getting more sales or leads from your existing traffic.

You might ask, which of these should I focus on first? It depends. If you have no traffic, it might be worthwhile to drive some paid traffic to a landing page to test your conversion rate and to identify which keywords would be best for SEO—both on and offline. If you have plenty of traffic, your greatest potential might come from improving your website’s conversion rate. This improvement can make new forms of advertising profitable.

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Shares