Why Organic SEO is the Most Effective Way to Convert Leads Into Customers

Feb 18, 2014

Some marketers define a successful website conversion as getting a prospect to accept a free or very low-cost offer by providing their email address, while others look for a completed online purchase. Whatever your conversion goals may be, an understanding of how well the different lead channels convert is critical to the success of your digital marketing plan.

According to a 2013 study by Marketing Sherpa, website visitors across all industries and sectors converted from various channels at the following averaged rates:

    organic seo
  • 16 percent from organic seo, or search engine optimization
  • 16 percent from direct traffic
  • 9 percent from referrals
  • 7 percent from paid search
  • 4 percent from social media channels
  • 2 percent from outbound marketing

While organic seo is clearly one of the most effective ways to convert website traffic, it makes good business sense to spread your lead generation efforts among a number of channels. You’ll not only increase your base of prospective customers, you’ll add a safety net to your entire marketing operation by not putting all of your eggs into one basket. Just ask any website owner whose pages vanished in the aftermath of a major Google update.

How to Improve Your Conversions From Organic SEO

  1. Make sure that you’re using converting keywords. Select your keywords by thinking through to which ones would be more likely to be used by someone looking to buy from you. For example, someone entering “plumbing leaks” in the search engine box is more likely to be doing general research or perhaps looking for do-it-yourself tips. A searcher entering “plumbing contractor” is probably looking for someone to help with a plumbing problem, and is going to be a more profitable lead for the plumber looking for more business.
  2. Use a good website analytics tool to help keep your marketing focused on the best keywords that convert. The best traffic-generating keywords may not necessarily convert as well as a keyword that generates fewer visitors. Test, analyze, and go with the best performers.
  3. Include the best converting keywords in your website content. Remember that your content should contribute to better conversions as well as help improve your search engine rankings. As with your keywords, test different topics and articles, analyze the results, and publish more articles that mirror your best converting content.
  4. Optimize all of your website titles and descriptions. These are tags, or brief descriptions that help the search engines find your pages for indexing and for describing your pages on the search results page. SEO titles are limited to 65 characters, and meta descriptions to 160 characters.
  5. Focus your link building efforts on creating quality links with better conversion potential. Even Google is now emphasizing quality over quantity when it comes to backlinks. Some questions to ask yourself before you build links: Does the other website look trustworthy and credible? Is my target prospect included in that site’s traffic base? Will my link be seen by visitors to the other website?