There’s a lot of advice around on conversion optimization. We often talk about changing button colors, designing user experience and improving calls to action. All of these are important parts of conversion optimization, but what’s sometimes missing from the conversation is why we do all this.
It’s so our marketing is relevant to the people we are addressing—and that’s an aspect we can no longer ignore.
Relevancy, SEO and Personalization
Let’s take the question of search engine optimization (SEO).
Over the last couple of years, Google has made relevance a hugely important search signal, while decreasing the importance of keywords. In search results today, it’s not just about finding the content that matches the phrase the user types in, it’s about discerning user intent and delivering the answers users really want.
The Google Knowledge Graph is just one example of this, and Google continues to tweak its algorithm and search results display so more users get the right result the first time. Ensuring that your marketing content shows up when users search in your niche will help with conversions.
The Missing Link to Conversions: Relevance & How to Attain It
