improve website conversion

So Your Website Is Not Converting … Sounds Familiar

Is it time for someone to RAG - Ready-Audit-GROW on your website? It may be ... you see many businesses have a beautifully designed website that gets little or no buying traffic. There is a reason for this, it's called SEO (search engine optimization) and this is relevant for direct inbound traffic and pay-per-click ads.

Let me give you an example. We just completed an SEO audit for a client where the number 1 ranking keyword for his main website was literally his first name. We don't want to call this client out, so let's just say his first name was John. Now, do you think if your website top ranking keyword is John that you are going to get many customers looking to buy your product unless you sell chotzkies to people with the name John? We would say likely not.

It would not be so bad, if say, their ranking words 2 through 5 were relative to what they sell, but it only got mostly worse for this client from there.

Another example was a client where they were trying to rank for a couple of specialized terms in the psychiatric fields, and once again and at least a little better, their top ranking keyword was their first and last name, and the next 4 were somewhat relative to psychiatry, but certainly not ones that would bring in customers (buying traffic), but more likely their competitors. 

So you see there is a lot that goes into getting your site and content organized for SEO ranking, and/or your pay-per-click ads, to bring the right kind of traffic ... Buying Inbound Traffic. Those potential customers with money in their hot little hands ready to buy. No one really knows Google's search algorithm (other than Google of course), but we feel fairly certain the below list are a few of the key components for getting content ranked.

search engine optimization
  • Your site's website authority - MOZ score
  • Number of backlinks to your site - affect authority
  • Quality of backlinks to your site - affect authority
  • Where you are in relation to the searcher - local search rules
  • And way down the list is actually your SEO site and page scores for Google the targeted keyword(s) you are trying to rank for.
For Pay-Per-Click it's more about the money, but here are a couple of factors that likely play into your ads placement.

  • How much you bid (yes money talks) - but you might need to get your pocketbook/wallet out.
  • How well your landing page content/keywords tie back to the keywords for the ad you are running
  • Ad title

So here's the thing about content search these days with Google. If you look at page search results you will notice that Paid Ads now appear on the top and the bottom of the page for many keywords. We also do know that still, the number one listed result whether paid or unpaid will command up to 90% or more of the click-through traffic from a search results page.

Unfortunately, it can get even worse, below the paid ads on the top of the site are your Google My Business results for aiding those searching locally. So if you are the best SEO expert in the world and you rank for a keyword for content search as number 1 your result could be as far as 1/2 way or more down the search results page. You will still get some traffic, but it's not like the old days where number one for searched content ruled. Google wants to be paid for most keywords if you want to be at the top of the page. Sorry to be the bearer of the bad news.

search engine optimization

Here is the good news, you can still rock it with SEO in your content and with your Pay-Per-Click ads if you are willing to spread your wings a bit and focus more on buying phrases, longer tail keywords and maximizing your Google My Business for those out their serving local markets.

Of course, this is the part where you wonder how right? Yep, but here is the thing, you will not know the answer until you know where you are starting from right now. An SEO plan implemented without a roadmap showing your starting point is almost completely worthless.

Here's what will happen:

  • You can/will spend a lot of time yourself, or even with help, if you don't know how good/bad/what you a currently ranking for and why
  • You can waste a whole lot of money - we just had one client who spent well over $100,000 with another firm that was nowhere close to ranking for what she had hoped for.

Oh, did we mention you can waste a whole lot of money again on Pay-Per-Click ads that bring in NO buyers and garbage leads? Yep happens all the time we see it almost every day.

So SEO is a landmine of bombs all waiting to suck down your precious time and money without a true SEO roadmap ... and we have that ready to go for you ... the question is are you ready to have us R-A-G (Ready-Audit-Grow) on your website?

How do you find out your website's SEO score and to get the roadmap to Ready-Audit-GROW your website? It's pretty simple, it all starts with having us provide you with a full website SEO Audit. The Audit as in the Ready-Audit-GROW roadmap. You see we really do have a roadmap for helping our clients manage the landmines of SEO content and PPC search that will drive search results and bring buying traffic to your website. Now, are you Ready to GROW (the first and last parts in Ready-Audit-GROW)?

Reach out to us if you want to learn more.

About the Author Stacey Riska

Stacey Riska is a serial entrepreneur who eats, breathes and lives marketing. She's on a mission to help businesses stop chasing shiny objects and instead focus on building the foundations of a solid marketing strategy. She's the author of "Small Business Marketing Made EZ" and "Cups to Gallons". When she's not busy helping businesses get their marketing into ACTION, she loves spending time with her husband, a great bottle of red, and chocolate (who wouldn't!)