16 techniques to increase website conversion and increase SEO traffic
Increase branded queries
This technique is often overlooked, as Rand Fishkin claimed in his Twitter account in 2018: “Create a brand that has more search volume than all unbranded keys combined.”
But in fact, this turns out to be the most effective SEO technique.
With the fact that people google your brand, most likely click on the search results. The difference between CTR for branded and non-branded searches is huge.
The key phrase “SEO promotion in waytostart” on average gives a click-through rate of 60%, and the phrase “SEO promotion SEO-promotion” – 5%.
Now imagine that this volume can be increased.
For example, take a brand that has brilliantly succeeded:
“Mailchimp?” – you are indignant. – “A platform for advertising mailings ?!” Yes, it is she!
This is the brand’s strength: users do not google email marketing tools, but go directly to MailChimp.
Look at Google Trends how many times MailChimp has appeared in the query line, and you will see that this number is much larger than the number of all requests that do not contain the brand name combined.
Question: How to increase the number of branded queries?
Very simple: focus only on your customers. So people who come to your site will understand two important things:
You can trust your brand no matter what product you offer
Your brand really cares about its customers.
The study showed that people are much more willing to trust the brand and talk about it if they have a positive experience communicating with such a brand.
Therefore, by catering to your customers, you increase profitability and take first position on word of mouth, which, in turn, puts you in first place in the number of queries in Google.
Improve user experience on the page
You probably read in our articles how important UX is for SEO.
But what they didn’t read about: how to measure and increase natural traffic (especially when you need to track user behavior on SERP).
We discuss a specific example. A year ago, we worked with web analytics on one major service.
When we started analyzing the homepage for heatmaps, videos, and events through GTM, we found two main problems:
Problem No. 1: Non-existent links were found in a rather large area: 31% of people clicked on lines of text that looked like links but didn’t lead anywhere.
In UX metrics, these voids turned into an impressive 46% of failures and an increased average time spent on the page (because people could not quickly find what they came for), which led to a high exit rate.
Problem number 2: These links were hidden between the lines, and their search turned into a navigation nightmare. We counted 14 items of services (non-clickable) and 15 sub-services in each of the items.
Solution: “Our services” section did not meet expectations.
To fix this, we conducted A / B testing. The bottom line is to create a second version of the homepage with prominent clickable links. In theory, version B with more clickable links was supposed to reduce the number of crashes and exits from the page, as well as improve the average rate of stay on the page.
Here’s what the new version of the Our Services section looked like:
UX Results: Check the number of page views and bounce rate through Google Analytics:
The average bounce rate dropped from 46% to 25%, and the number of views increased from 23,000 to more than 30,000.
SEO results: Thanks to the adjustment of UX-metrics, users were able to get from the home page to all other sections of the site, and SEO traffic increased.
Why did this happen?
My new theory is that simultaneously increasing key UX metrics such as a lower bounce rate (from 46% to 25%), a lower exit rate (from 40% to 22%), more visitors and less time The page probably had a positive effect on the latency on the home page as a whole.
Google’s algorithms seem to really calculate the latency on a page based on a combination of different metrics.
These thoughts lead us to the following technique.
BTW, WE ARE DOING SEO PROMOTION!
Analyze and reduce page latency
What is the delay time?
Delay time, or dwell time, is the equivalent of a SEO bounce rate. In other words, using this indicator, the time is measured during which users who come to your site from Google search remain on the page before returning to the search line.
Determining the delay time allows you to catch the moment when users are not happy with the search results. This technique helps you understand what’s wrong with your page.
If you monitor the time delay at the same time as other metrics, you can learn a lot about user behavior.