In the world of SEO, conversations always seem to focus on search engine rankings. I often hear SEO “experts” bragging about getting their clients top placement in Google, thus increasing traffic and exposure. While this sounds good on the surface, it ignores the only thing that truly matters: Are those high search engine rankings leading to more sales? Many times, the answer is “no.” Here are some common reasons why:
• You’re stuffing keywords—Too much of what passes for SEO copywriting is nothing more than bland content stuffed with way too many keywords. Stuffing keywords might get you decent search engine placement, but it won’t convert search engine traffic into paying customers. Why won’t it? Because keyword-stuffed copy isn’t conversational, it’s difficult to read, and it just comes off as spammy. Include relevant keywords in your copy certainly, but do so in an unobtrusive manner.
• You’re targeting the wrong keywords—Sure, you might have high search engine rankings, but what exactly are you ranking for? I’ve seen many cases of SEO companies (usually the ones that promise #1 rankings) ripping their clients off by targeting keywords that get basically no search volume. What’s the point of ranking for a keyword no one searches for?
• You don’t have a clear call to action or offer—It’s Copywriting 101: You absolutely must have a clear call to action and offer if you want your visitors to take action. It’s not enough to just describe your products or services; you need to provide a great offer as well as tell your readers which specific action you wish for them to take.
• Your pricing is off—Some visitors won’t take action because they have a problem with your pricing. If your price is too high for the perceived value of your products or services, your customers will leave you for the competition. However, that doesn’t mean you have to be the cheapest company in town because prices that are too low seem sketchy and create the image that your products or services aren’t up to par.
• Your customers don’t trust you—Although consumers are placing more trust in online shopping, they still have their B.S. detectors turned on at all times. If their first experience with you is stumbling across your website via a search engine, you can be sure they’ll be looking at your website with a skeptical eye. That’s okay. There are several things you can do to build trust with your website visitors. The more they trust you, the more comfortable they’ll be doing business with you.
Have you ever had problems turning high search engine rankings into more sales? What did you do to fix the problem? Leave a comment with your best tips.