Digital marketing
If you've launched a website but still have difficulty attracting visitors, and when you do, you have low conversion rates, don't worry. In this article, we’ll explain how optimizing some features can help you increase your website’s organic traffic and conversion rate.
Worry about SEO
The optimization of pages on the internet must be done following a set of techniques that are determined as SEO (Search Engine Optimization), or in Portuguese, Optimization for Search Engines.
This means that the techniques used to improve the site's performance are directly linked to the positioning of this page in the main search engines. Google, mainly.
Keep in mind that any business in the digital environment depends on search engines to succeed. The reason is simple: they act as a kind of “menu” for your target audience.
But what does that mean?
It's quite simple. Thinking like a consumer, when we feel the need to buy a product or purchase a service, our first step is usually to do an internet search.
And that's what we should focus on.
A good ranking on Google is synonymous with hits. The more visits your website manages to gain organically (in campaigns and sponsored links), the better for your brand and the more chance of establishing a deal with the consumer.
Great, but how do you get a good positioning and appear among the first in search results?
1- Improve the structure of the site
To improve your website structure, you need to know exactly which elements to optimize. For this, there are tools that help you measure the digital presence of your page. This type of analysis indicates the points of attention you need to pay attention to to improve important site metrics, such as organic traffic.
We've developed a feature that measures your site's capacity for free and sends you the results via email. Click here and ask for your analysis.
2- Know how to use keywords
Among the most common causes for the poor positioning of websites in search engines is the inappropriate use of keywords, or even ignorance of them.
To define the keywords that will be used on your page, do a search of the most common questions related to the topics of interest to your target audience in search engines.
You can use Google AdWords, Trends, or other word search tools that will show you which ones are the most searched.
Once that's done, adapt your page's titles, URLs and produce attractive headlines, focused on the most relevant keywords discovered. By doing this, you will see how your website's organic traffic will improve!
3- Consider using long-tail keywords
If you have experience in the digital environment, you may have heard of the term “long tail keywords”, in English, long tail keywords.
But for those who don't know, this term refers to more specific keywords created to segment the audience and narrow the search in search engines.
They usually have three words or more and leave out the generic search.
It is used to bring your website content closer to reality. They involve a lower search volume, but, when done well, they help your company to reach the persona for whom it produces.
We can use this same article as a simple example of using the long tail keyword. Instead of using simple keywords like: organic traffic, it is possible to add terms to further narrow the search and specify exactly what we want to find about the topic. So the keyword could become: how to improve organic traffic.
By making the correct use of generic and long-tail keywords, your page's organic traffic will grow significantly, and in the case of the second, it can directly mean higher conversion rates.
4- Have a responsive website
An inevitable concern these days is with the experience presented to mobile device users. They represent an important swath of total search volume and should be respected by your company.
A responsive page is one that adapts the site's elements and layout to the size of the screens on which they are displayed. Designed to integrate smartphones and tablets into the market, this concept generates a fluid browsing experience and demonstrates to the user the company's concern, in addition to generating authority.
Another important reason to integrate resources and think about structuring the site in a responsive way is that Google penalizes sites that leave this concern aside.
This means that your page loses important positions if it does not have responsive content, a problem that has consequences for the flow of traffic, and, consequently, bad results for the company.
5- Do link building
Internal linking, or link building, is a way to take users to other pages of interest within the site itself using hyperlinks.
This practice helps increase organic traffic to many pages on your site and shows Google the relevance of your content. This demonstrates authority and makes him gain positions in the rankings.
Another benefit that the technique brings is to boost new pages from the oldest ones that already have a good positioning. Thus, you will be able to place many pages among the first results in the search engines, which, as a result, generates more traffic to the site.
In short, it means “lending the fame” from one page to another, generating more traffic and visits throughout the site.
6- Invest in Content Marketing
The most effective and practical way to attract the audience to your page is by generating content. But don't be fooled into thinking that the content is only valid for certain markets. It is open to different areas of activity.
Research shows that e-commerces, for example, that bet on content, conquer about 2.5 times more visitors and up to 4.9 times more customers. This means that the traffic gained through content is valuable to your business.
What kind of content?
Content marketing seeks, through Inbound Marketing techniques , or attraction marketing, to bring more customers to your business.
It's important to use this type of approach because often the visitor isn't ready to make a purchase. The most common content formats used are:
- articles
- podcasts
- videos
- infographics
- e-books
These and many other tools deliver relevant content to assist in the purchase journey and are like bargaining chips. Just a simple email sign-up and you're done. By signing up, the visitor becomes a lead and becomes, in fact, a potential customer.
From there, a direct communication channel with the company is opened in a bond that is established through trust, and that reinforces the brand's authority in relation to a subject. It is enough for the company to structure an action plan to convert that lead into a customer.
If you want to know better how Inbound Marketing techniques work, download our free Inbound Marketing e-book and learn more!
7- Have good landing pages and CTAs
Landing pages are pages created exclusively focused on converting the visitor into a lead . Also known as conversion page, they have the main elements for lead capture. Some of the basic information requested in landing page forms are:
- Name
- Company (depending on the segment)
- Position (depending on the segment)
- Phone number
To optimize your website, think about creating attractive landing page templates to start the relationship and use your prospecting strategy.
Pages should be stuffed with content to show search engines that are relevant to make them gain good positioning. This has a direct impact on your company's results and makes your business successful in transactions.
But for landing pages to work, it is extremely necessary to think of attractive CTAs (call to actions), which instigate the visitor and make him fill out the requested forms.
CTA stands for “call to action”. They are common on websites and advertisements to indicate to the user the action that the company expects from him. They are usually buttons in highlighted colors with verbs in the imperative that lead the visitor to action, such as: click, see, access…
This feature is used in digital marketing campaigns along with landing pages and is directly responsible for customer conversion.
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