Doing the “right” thing in SEO could mean a lot of different things. Most people who manage SEO, whether it be an agency, an individual, or someone who read a few articles and now “knows” what to do tend to focus on higher traffic numbers. Even when you begin work with an agency, they promise soaring graphs of ranking keywords and impressive traffic data. The truth of the matter is these metrics can be misleading if they don’t translate into conversions. SEO should be done in order to drive meaningful traffic that will eventually convert, not just random spurts of traffic that make your site look better on the back end. This is why in the early stages of SEO campaigns it’s best to focus on the low-hanging fruit: BoFu traffic.
High volumes of traffic is the promise of many people when they begin to implement SEO. Keyword research is done and you’ll end up with a spreadsheet of 100s of pages with a very broad range of keywords. This can create impressive graphs and reports, however, this approach fails to provide conversions. High traffic metrics are only valuable if they lead to increased conversions (i.e., sales, sign-ups, or other actions).
Higher Conversion Rates: BoFu traffic statistically has a higher conversion rate because the visitors are deemed “ready to buy.” If you target keywords that address their specific needs at this stage, then you can capitalize on the most valuable audience you have.
Cost Efficiency: Instead of spreading yourself too thin by attacking top-of-funnel and middle-of-funnel traffic with different keyword variations and topics you can push all of your resources to a traffic source most likely to drive immediate results.
Foundation for Growth: Once you have a steady stream of bottom-of-funnel traffic, it’s easier to build topic clusters and target the other stages of the funnel’s keywords to increase reach – better option than just casting a wide net.
Keyword Research: Work on finding long-tail keywords and search phrases that show strong buying intent. These keywords would be more specific and have lower search volumes. However, the benefit is that they have a higher conversion potential.
Optimized Content: Create content that focuses on specific needs and pain points of those in the bottom stages of your funnel. Think about how you can build content relevant to product comparisons, case studies, and detailed guides used to help buyers make the final purchase.
Clear Calls to Action: Don’t make the mistake of having CTAs which all say something different. Make sure your content includes clear and compelling CTAs to guide users towards conversions.
User Experience: Your website will most likely be an aspect of the buying decision. Make sure it’s a seamless user experience and includes fast loading times, easy navigation (header, body, and footer), and mobile friendly responsiveness (you’d be surprised how many people will actually buy through their phones).
In every aspect of marketing, it’s most likely true that quality beats or quantity. For SEO, a targeted approach that focuses on the BoFu traffic you have will lead to higher conversion rates and most importantly more effective use of your available resources. Put a focus on the needs of the users who are ready to convert and you can build a solid foundation of long-term SEO. Remember, it’s better to have 1,000 visitors with a 4% conversion rate than it is to have 10,000 visitors who never convert. Drive meaningful traffic and the conversion rates will follow.