Search Engine Optimization can be a mysterious field. Every other SEO guru has a different opinion about what tips, tricks or incantations cause your website to rank highly and cause conversions. These tips and tricks can be incredibly useful, and can certainly cause serious increases in your website’s traffic. What these lists don’t mention, however, is that SEO tricks alone do not make a website perform well. SEO tips, tricks and techniques should be icing on the cake.
The backbone of SEO is a well designed and well written website. A well designed website is intuitive and easy to use, and is fashioned to allow search engines to easily spider your site. This means that no pages are forgotten about or lost in space, and visitors to your site can easily navigate to their intended destination. No amount of SEO is going to help your conversion rate if people can’t find what they’re looking for.
Well written copy also performs two basic functions: it provides important keywords, specifically keywords that help make long tail keywords, and it’s the primary source of communicating to your customers. Well written copy is a wealth of information for both search engines and visitors to your site. It allows search engines to determine what your site is all about, while giving important information about your company and your services to visitors.
This might seem a straightforward topic, but often times companies will pour money into SEO projects only to see drastic increases in website traffic that never converts, often due to web designers knowing little about SEO. Without a solid foundation, SEO will unlikely be able to help you reach your goals. Luckily, SEO specialists understand this. If you see phenomenal website traffic for qualified keywords, but not the conversion rates you’d like, it might be worth contacting an SEO company that conducts usability testing. They can help determine why your site is underperforming and can suggest ways to improve your website that dovetail with your current SEO strategies.