Conversion. It’s the reason that we marketers drive traffic to a website. Our goal, the one purpose of doing SEO Seattle, is to acquire new customers for our clients and our companies.
To do this, we perform keyword research. We dig in and learn about what it is that users are searching for. We try and put ourselves into the mindset of the people we hope to acquire through persona development and customer interviews. All of this effort comes out as a strategy. A keyword theme is written up, and so begins the process of ranking.
So why is it that, an average 97% of the time, the very people that marketers spend so much time working to attract don’t convert?
Is it that they just targeted really crummy keywords, and the traffic they send is junk? I don’t think so. You’ll often find that a well done SEO effort yields very engaged traffic, people that, you would think, would be highly inclined to buy.
Alas, not so much. Even websites with very high return on marketing spends are usually still in the single digits as far as conversion rate.
So, what’s the problem?
The problem is this: The assumption that we can tell what a person is thinking just by looking at the phrase that an unknown user types into a single field form is flawed. Why assume we know what they are thinking? Why assume we know why they chose to type in those specific words? Why assume that they are someone we can sell too? We can’t. Not really.
SEO, in this sense, is terribly flawed. If it were otherwise, we would have dramatically better conversion rates.
The simple fact is that the vast majority of users, even users who visit from extremely relevant keywords, simply won’t buy from you. The reason?
They aren’t ready to. And this is where nurturing, informing, and maintaining a relationship with a viewer becomes so vitally important.
And to curtail a possible objection that you might be thinking of, targeting your content to focus on just the people at the bottom doesn’t seem to work much better. So called commercial intent keywords convert people into sales well, but again, only a paltry percentage actually convert. All too often, the people who use commercial intent keywords just aren’t ready to buy.