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Your website’s conversion rate is represented by the number of users who take a predetermined action on your site. Examples of such actions are:
- Signing up;
- Sharing a piece of content;
- Subscribing to social media;
- Making a purchase, etc.
The desired action for every page on your site can be very different. Yet, the primary goal of your content is to make it complete by as many visitors as possible.
Website conversions can help you understand your customers, their experiences, and their engagement. Most importantly, they can drive your business further and help you achieve your business goals faster. Hence this metric matters a lot. Effective SEO keyword strategies can help you boost it by increasing users’ engagement and encouraging them to convert!
What Is an SEO Keyword Strategy?
In a nutshell, keyword strategies are a definitive plan that defines what search queries you are hoping to rank for and how you are going to rank for them. The purpose of this plan is to help you identify and prioritize your target search queries effectively in order to reach desired rankings.
What does it consist of? A winning tactic that can help you boost your website conversions needs to be built based on four key stages:
- Keyword research to browse relevant search queries and identify the ones that can bring you the best outcomes.
- Optimization of your old and new content with target queries according to your plan.
- Ongoing results monitoring and analysis for scalable results.
The Role of SEO Software in Building Winning Keyword Strategies
Accurate and valid data is the cornerstone of every SEO tactic. It helps you identify the right opportunities, analyze your performance, and make well-informed decisions to drive your business forward.
Collecting lots of data for your keyword strategies manually is possible but too tedious and time-consuming. Luckily, there are plenty of SEO software that you can leverage to put this process on autopilot.
These days, there are SEO tools for keyword research, site audits, performance monitoring, and many other purposes. These tools can save you plenty of time and help you gain accurate and valuable insights that will complement your keyword strategies and make improving conversion rates simple.
Top-rated keyword research tools, like Ahrefs, enable you to explore hundreds of search terms relevant to your niche and gain information on their complexity, search volume, and competition. They will help you automate the process and make better-informed decisions. Feel free to check out a comprehensive Ahrefs review at Top10 to see if this particular option is good for you and compare it with other options to pick the best tool for your keyword strategies!
3 Stages to Implement Conversion-Boosting Keyword Strategies
If you aim for high positions in SERPs, keyword planning should be an ongoing and multi-stage process. Here are the three core stages that should help you create and implement an effective tactic:
1. Keyword Research
To get started, you need to identify effective keywords to target in your content for conversion rate optimization:
- Start with brainstorming some topics that go in line with your niche. Put yourself in the shoes of your potential buyers to see what kind of topics they might be interested in;
- Assign relevant key phrases to each of your topics;
- Use reliable SEO keyword analysis tools to gain valuable insights into relevant search queries, such as their volume and competition, to select the most effective ones;
- Analyze your competitors to see which queries work for them.
2. Creating and Optimizing Content for SEO
After thorough keyword analysis, you need to build your tactic and start optimizing your content. Content marketing revenue in the world is projected to cross the point of $100 billion in 2026 so you should really focus on content creation to thrive.
Here’s what you should do:
- Group related search queries by intent, topic, and other factors. Using groups of similar queries in relevant content can help you maximize its effectiveness and gain more conversions;
- Map your queries to assign them to the most relevant pages and optimize your site structure;
- Craft new, quality content aligned with your prospects’ search intent and integrate your queries into it. Be sure to include search terms in headings, subheadings, content body, meta details, and alt texts;
- Optimize your old content for better conversions.
Bonus tip: In addition to focusing on text-based content, be sure to include video content on your site. According to the freshest website statistics, videos can increase the time users spend on a page by as much as 88%. That is, videos drive more engagement. And more engagement can potentially mean higher conversions.
3. Tracking the Metrics and Honing Your Strategies
Finally, after keyword planning and content creation, you need to focus on monitoring and improving your tactic. With the help of the right software, you can keep an eye on the key performance metrics of your site. These can include:
- Organic traffic;
- Click-through rate;
- Impressions;
- Organic conversions;
- Time on page;
- Traffic cost;
- Pages per session, etc.
These metrics can tell you a lot about the effectiveness of your content and the overall success of your website. In addition to them, you should pay special attention to your rankings for target terms.
After collecting this data, analyze it thoroughly to find weak spots and areas for improvement. Then, adjust your tactic accordingly to achieve greater outcomes.
Website Visitor Tracking for Maximizing Conversions
Website conversions depend not only on the quality of your content and your position in SERPs. For the most part, they depend on user behavior and how well you can tap into their needs and interests to stimulate the actions you want to get from them.
Website visitor tracking is pivotal for several reasons. It deepens your understanding of your site visitors and buyer personas. With effective tracking and analysis, you can:
- Refine your buyer personas based on who visits your pages. Visitor tracking tools can give you in-depth details about every visitor, including their geographic and demographic data, company names, and so on;
- Identify different buyer groups based on similarities in their behavior and other data;
- See where your visitors come from;
- Analyze how prospects interact with different pages and content types to adjust your keyword strategies for greater success.
There are several examples of how understanding visitor behavior can help you boost conversions:
- Using visitor tracking tools, you can create heatmaps for your landing pages that visualize the behavior of users on these pages. Reading a heatmap can help you understand where users focus their attention and adjust your landing pages for greater efficiency;
- Visitor tracking gives you deeper insights into your buyer journeys. You can use this data to adjust the content of your pages to specific stages in their journey to increase conversions;
- Analyzing the behavior of your visitors can hint at pages that have flaws and find reasons behind the increased bounce rate;
- Lastly, you can use behavior analytics to identify patterns in visitors that come from different traffic sources. This can let you adjust your landing pages to these sources and get more users to perform target action.
How Can Visitor Tracking Tools Assist in Keyword Analysis?
Tools for visitor behavior analytics can tell you where traffic comes from (e.g., Google, Yahoo, etc.) and indicate whether it comes from organic search, paid search, social media, etc. Additionally, these tools can offer you reports on the search queries that people used to discover your website.
Additionally to the source and keyword data, tracking tools will let you glimpse into the performance metrics, such as:
- Click-through rate (CTR);
- Bounce rate;
- Average session duration;
- Pages per session, etc.
All this data can help you detect what queries visitors use and how they further interact with your website. This can help you find areas for improvement in your website strategy and achieve greater conversions.
Best Ways to Evaluate User Behavior
If you want to gain a better understanding of how users behave on your site, there are several ways to do it effectively.
The first method is via website heatmaps. As was mentioned earlier, heatmaps are used to visualize different types of user activity. There are several types of site heatmaps that might be used:
- Heatmaps – Maps that visualize areas of maximum interaction and engagement with warmer colors;
- Scroll maps – Maps that visualize how far visitors scroll down and on which sections they spend the most time;
- Click maps – Maps that visualize where visitors click on your page;
- Mouse tracking heatmaps – Maps that visualize how the cursors of your site visitors act while they’re on your page;
- Eye-tracking heatmaps – Maps that visualize images that users are focused on for a long time, elements that distract them from important content, etc.
6 Common Mistakes to Avoid in Your SEO Keyword Strategies
Now that you have pretty much all the details to build winning keyword strategies, let us tell you about the top common mistakes that you should avoid:
#1 Lack of Research
An in-depth SEO keyword analysis is the backbone of your tactic and should never be neglected. Search volume, complexity, and competition of different queries can have a massive effect on your success. So when building your keyword strategies, you should always take enough time to research the best terms to target;
#2 Ignoring Long-Tail QQueries
These search terms are much more specific and tend to have stronger intentions behind them. Hence, they matter a lot for conversions and should be included in your tactic;
#3 Keyword Stuffing
Attempting to gain high positions in SERPs, some brands decide to stuff as many queries in their content as possible. However, this often is seen as spam and has the opposite effect. Yet, using just one term per page is also an ineffective practice. Ideally, you should target one primary and several related terms to achieve optimal results;
#4 Poor Content Quality
Google values and rewards content that creates genuine interest and brings value. Simply put, it rewards top-quality content. Respectively, creating and optimizing low-quality content will not take you anywhere. Always put quality above quantity;
#5 Ignoring Social Media
Although the primary aim of SEO is to get your site ranked high in search engines, your optimization can (and should) go beyond your website. Social media works great for this purpose. With billions of monthly visits, these platforms can give you significant exposure.
For example, Instagram received 6.9 billion visits in December 2023. Youtube boasts 33.6 billion visits during the same month. That is, including social media in your overall SEO tactic is a good way to boost your online presence. It’s also a good way to boost your conversion rate;
#6 Lack of Tracking
Neglecting performance tracking and analytics is the last big mistake. Keeping an eye on the performance and rankings of your site is a great way to understand what in your strategy works and what not so well.
FAQ
Q1. Why Do Businesses Need to Have Keyword Strategies?
Keyword strategies help you make your content creation more informed and guided. It helps you understand which queries you should focus on in your SEO and how to achieve high rankings for them.
Q2. How to Build an Effective Tactic?
It only takes three steps. First of all, you need to conduct in-depth research to identify search terms that align with your business and your prospects’ intents. The easiest way to conduct research is by leveraging a reliable keyword analysis tool. It will give you a detailed overview of each term, its competition, volume, and other factors.
Then, you should optimize your content and website using these queries. Last but not least, you should monitor your site’s performance and rankings to detect areas for improvement and refine your tactic.
Q3. How Can You Improve Your Conversion Rate With an Effective Keyword Strategy?
A good tactic will give you a better understanding of what your visitors are looking for, how they interact with your website, and why they don’t convert. Using this knowledge, you can refine your content, site, and landing pages to drive more traffic and boost conversions.
Conclusion
Strategic SEO brings broad exposure to your brand. It helps gain lots of traffic to your site. And it also gives you a chance to convert more prospects into actual customers.
Search queries are the driving force behind search engine optimization. So if you are looking to boost your website conversions, you need to create powerful keyword strategies.
In order to implement an effective tactic, you need to follow three basic steps:
- Conduct research;
- Optimize your content;
- Monitor and improve your tactic.
After reading this guide, you have all the knowledge and tips you need to get on the right track with your keyword strategies. So don’t wait any longer and start producing content that converts with the help of the right queries!
