An illustration of computers, tablets , and other items surrounding the words "Search Engine Optimization." It important to turn your SEO into conversions.

Start increasing sales by focusing your SEO on conversions instead of just traffic.

When you check your site rankings, they are the best they have ever been. Your traffic is showing it as well with your pages getting the most hits they have ever received. There’s just one problem. You’re not selling any more than you were before. What’s wrong? This is what happens when SEO tactics are focused on traffic instead of conversions.

The Mistake Marketers Often Make

The problem is that we often see traffic as the goal of SEO, and forget that traffic has value only when site visitors take action. Could part of the problem be content? Sure. But if the site content was already performing okay, and increased traffic doesn’t lead to more conversions, then the quality of the traffic is most likely the issue. So how do you focus your SEO efforts on the right kind of traffic?

Keyword Selection Is the Key to SEO Conversions

One of the reasons marketers may fail to convert with SEO efforts is that they are targeting short-tail and highly competitive keywords. These may be keywords that are very relevant to the industry, but are still very vague. For example, a window cleaning company may focus on keywords like “window cleaner” or “window cleaning.” But every window cleaning service in the country is fighting over those keywords. Winning that battle may not even gain you a customer. What if you wash windows in Saint Louis, but the search engine user lives in LA? That’s not going to result in a conversion.

This is where long-tail keywords come into play. If that same company uses the keywords “window cleaning service in Saint Louis” or “Saint Louis window cleaners,” now the traffic is not only less competitive, but also is targeted toward people in the right area for a sale.

Making the Change from Short- to Long-Tail Keywords

As you can see, your short-tail keywords become the basis for the long-tail ones. Think of those general and competitive terms as the main heading. You’re going to target the subheadings. You’re still on the same topic but getting more specific. Don’t forget to add things like location if you provide a location-based service.