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Fewer visitors, more sales. Here’s how to do it

Search engine optimization is not
about getting as much traffic as possible. It’s about getting the right
kind of website traffic. Sometimes, less traffic can be better.

fewer visitors and more sales

Trying to get as many
visitors as possible might not be a good thing

Many webmasters try to get as many
visitors as possible. They join traffic exchange programs and they
optimize their web pages for keywords that have very many searches.

Unfortunately, getting as much
traffic as possible is not the right strategy for a successful website.
Traffic that doesn’t convert is useless traffic. If your website has
thousands of visitors but only a few sales then you have done something
wrong.

Less traffic can be
better

If you want to succeed with your
website, you have to focus on the conversion rate of your web pages. A
website with a good conversion rate will do much better than a website
with many visitors. Here’s an example:

  • Tom’s website gets 10,000 unique
    visitors because it has a #1 ranking for the keyword “buy
    inexpensive brown shoes”
    . The conversion rate is 2%.

  • Peter’s website gets 1,000,000
    unique visitors because it has a #1 ranking for the much more popular
    keyword “shoes”. The conversion rate is .02%

Both websites will get 200
conversions. But why does Peter’s website get the same number of
conversions as Tom’s although it has 100 times the number of visitors?

There can be several reasons for
this. For example, Peter’s keyword “shoes” is
very general. People looking for one-word keywords usually aren’t
interested in purchasing. They are looking for general information
about a general topic.

Peter’s landing page also might have
a poor design. His website might not offer what the searcher is looking
for. That is very likely if the visitor found the website through a
one-word keyword.

Tom’s keyword “buy
inexpensive brown shoes”
is very targeted. Web surfers who
use that keyword know what they’re looking for and they are ready to
buy. That means that Tom needs fewer visitors to get a sale.

Multiply your revenue
without working more

Four
word keywords such as “buy inexpensive brown shoes”
have much less competition than one-word keywords such as “shoes”.
That means that it is much easier to get top rankings for these longer
keywords.

Suppose it takes Tom five hours of
optimization per month to maintain the #1 ranking. Each working hour
costs $100. That means that Tom spends $500 per month.

To maintain the #1 ranking for the
one-word keyword “shoes”, Peter has to invest 30
hours per month because it is much more work to get and maintain high
rankings for such a competitive keyword. Peter’s working hour also
costs $100, that means that the spends $3000 per month.

As explained above, both websites
get 200 conversions. If each conversion is worth $15 then Tom has a ROI
(return-on-investment) of 600% for every dollar spent on search engine
optimization. Peter has a ROI of 100%.

If Peter had not invested his 30
hours in a single keyword but in optimizing 6 good converting four-word
keywords that each needs 5 hours then he would have multiplied his
revenue by 6 without working more.

What can you do to
increase your conversion rate?

You can do the following to improve
your conversion rate:

  • Do not waste your time for getting
    vanity rankings. It makes no sense to get high rankings for one-word
    keywords.

  • Optimize your web pages for
    multiple-word keywords that attract visitors that are ready to buy.

  • Make sure that your landing pages
    contain a clear call to action and that the content of your landing
    pages is related to the optimized keyword.

  • Make sure that your website has a
    professional look so that potential buyers aren’t turned off.

Search engine optimization is not
about getting visitors. It is about getting conversions. Search
engine optimization
is
about creating conversion paths for the traffic that comes from search
engines. If you optimize your web pages for the right keywords then
you’ll save a lot of time and you’ll get more conversions.

More tips and detailed information on
how to turn visitors into buyers can be found in our free SEO guide.

The tools in SEOprofiler help you to
get high rankings for the right keywords. If you haven’t
done it
yet, create
your SEOprofiler account now
:

Try
SEOprofiler now

GoogleGoogle’s mobile interstitial demotion updates when page recrawled

“If your site has mobile interstitials
or popups on it, you will need to wait for Google to recrawl each
individual page before the demotion will be removed.

You can
submit individual pages or individual pages and the links in Google’s
Fetch and Submit tool in Search Console, if you want to get a jump
start on the recrawl.”

Google: we try to launch all our algorithms globally now

“Google used to launch specific
algorithms in different regions. Like with Panda, when it launched, it
launched in English regions only at first. Then it was pushed to other
language afterwards. […]

Gary Illyes from Google said now,
when Google launches new algorithms, they try hard to make sure it is a
global launch. He said on Twitter, ‘nowadays we’re working hard
launching everywhere at once.'”

GoogleGoogle’s algorithms can ignore rel canonical when URLs contain different content

+++
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