By: Allison Aurand
Ultimately, as a business owner working in an online world, you’re looking for your website to boost your “conversion rate.” Conversion Rate Optimization (CRO) seeks to increase the percentage of website visitors that take a specific action (often submitting a web form, making a purchase, signing up for a trial, etc.). In doing so, businesses are able to generate more leads or sales without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability.
How does that happen, and why are search engines and your “search engine optimization” (SEO) critical?
Let’s begin with some numbers:
Now that we know the power of searches, let’s talk about the most common one, the “organic” search. An organic search simply means the user is entering one or more search items into a search engine. Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. (In contrast, non-organic search results may include pay per click advertising.) For some perspective on the power of organic searches, and your site having relevant keywords, consider this: Google gets more than 100 billion searches a month, according to Mashable.
Blog posts can also boost your traffic and lead generation. HubSpot reports that 10% of blog posts are compounding, meaning organic search increases their traffic over time, but they generate nearly 40% of overall traffic. One compounding post can generate as much traffic as six “decaying” posts. What comprises a compounding post?
Read more about how to build a great compounding post here: https://research.hubspot.com/reports/compounding-blog-posts-what-they-are-and-why-they-matter#LINK2
Next month, we’ll touch on social media: what platforms are effective, and what do the numbers say?