18 Metrics And Strategies To Track & Improve SEO Conversion

Ever wonder why your site gets tons of traffic but conversions are still a trickle? A solid SEO strategy can get people to your site. But if you want them to take action, that's where the SEO Conversion Funnel comes in. It’s about guiding those visitors through a journey, from just browsing to becoming loyal customers. This article offers insights and simple strategies to help you track and improve SEO conversion.

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What is SEO Conversion Rate?

An SEO conversion rate is the percentage of visitors who arrive at your site through organic search and complete a desired action. Picture this: 100 people show up at your digital door, and two decide to buy something before leaving. That’s a 2% conversion rate. But conversions aren’t just about sales.

They can be a:

Form submission
A click on a link
Signing up for a newsletter
Downloading an app
Creating an account

It’s about what you want your visitors to do after they land on your site.

So, What’s a Good SEO Conversion Rate?

A good SEO conversion rate is like a moving target. On average, you might be looking at something around 2.9%. But it could be higher or lower depending on a few things. Different industries have their benchmarks. If you sell luxury cars, your conversion rate might not match someone selling T-shirts.

The quality of your web traffic also matters. You'll likely see higher conversions if your content aligns with what people are searching for. Consider the type of action you want. Signing up for a newsletter is much easier than getting someone to buy a high-end product, so the conversion rates will differ.

How To Calculate Your SEO Conversion Rate

Understanding SEO Conversion Rate Calculation

The conversion rate is the primary metric marketers study when optimizing conversion rate. Calculating your conversion rate can be done in one of two ways. You can calculate the conversion rate by:

‍Conversion rate = Conversions / Total visitors x 100

So for example, if you had 1,000 visitors and 200 conversions, your conversion rate would be 200 ÷ 1,000 = 20%.

Getting Granular with Unique Visitors

You can also calculate the conversion rate by taking the total conversions from a unique list of visitors divided by the sum of that unique list of visitors. This method gives a more accurate picture by focusing on unique visitor behavior rather than total sessions.

A Hybrid Approach for Clarity

An additional hybrid can be used to estimate conversion rate, which may be slightly more accurate (from a conversion rate best practice perspective) than calculating conversion rate by sessions. The calculation takes a static time frame, determines the total number of conversions on your website, and then divides that value by the total number of unique visitors on your website.

Analyzing Hybrid Conversion Rates for Accurate Estimations of Visitor-to-Conversion Performance

Although the conversions themselves may not be coming directly from the unique visitors being reported on, if you check this hybrid conversion rate over a time frame (let's say once per week on a Monday), you will start to see patterns that will help you estimate what's the real conversion rate (by visitor).

Consideration for Subset Accuracy

Calculating the actual conversion rate for a certain subset of visitors can be quite difficult and is often not that accurate anyway. This alternative, when tracked over a certain time frame, will reveal a pattern of increased clarity.

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10 Crucial Conversion & Revenue Metrics To Start Tracking

1. New Visitor Conversion Rate: The First Impression Matters

Understanding how first-time visitors interact with your site can be a game-changer. By analyzing the conversion rate of new visitors, you can identify ways to nurture them into taking the next step in the customer journey. This involves enhancing their experience, whether by optimizing content or streamlining navigation.

Use Google Analytics to explore the "new user" section and dive into "Behavior" to see which content these users engage with the most. Remember that GA numbers aren't always precise due to privacy settings and browsers.

2. Organic Clicks: The Pulse of User Intent

Organic clicks provide insight into what people look for when they find your site. You can refine your SEO efforts and keyword research by tracking CTR and search queries. This helps you identify what’s working and what’s not.

This data is your guide to understanding user engagement and improving lead quality. Head to Google Search Console to explore:

Search queries
Clicks
Impressions
CTR rates

3. Organic Conversions: Traffic That Matters

Attracting visitors is great, but the real value lies in those who convert. Organic conversions help you gauge the quality of your traffic and whether your site guides visitors smoothly through the buyer's journey.

Use Google Analytics to track your organic conversion rate and see which pages need re-optimizing. To align with your business goals, focus on both hard conversions (like purchases) and soft ones (like newsletter sign-ups).

4. Organic Keyword Conversions: The Straight Line to Success

Tracking keyword conversions shows the direct impact of your SEO efforts on site conversions. If your organic traffic is high but conversions are low, your keywords are targeting the wrong intent.

Use Google Analytics and Google Search Console to assess whether your keyword strategy is driving the conversions you need.

5. Return Visitor Conversion Rates: The Second Chance

Return visitors often skip the awareness stage, making them easier to convert. By understanding what brings them back and why they didn’t convert the first time, you can tailor your content to improve conversion rates for first-timers and returners. Analyzing these patterns ensures a more personalized approach to content optimization.

6. Sales Conversion Rates: The Bottom Line

Tracking the conversion rate of each product offers insights into which pages are driving sales and which need improvement. It also helps you see whether conversions vary between desktop and mobile devices. Optimize the pages that lag to ensure a seamless experience across all platforms. Google Analytics can be your go-to tool for this.

7. Exit Rate: The Silent Alarm

A high exit rate on a specific page might signal a problem. Unlike bounce rate, which tracks single-page visits, exit rate considers where users leave your site. For example, a high exit rate on a product page could mean the content isn’t engaging enough to prompt further action. Use Google Analytics to track exit rates and consider heat mapping software to gain deeper insights into user behavior.

8. Bounce Rate: The Early Exit

A high bounce rate can indicate that users aren’t finding what they need or that your site’s user experience needs work. It might also mean there’s no clear path to the next step in the funnel. Google Analytics lets you examine bounce rates from various angles, including traffic channels and individual pages, to identify issues and improve engagement.

9. Pages Per Session: The Path Less Traveled

While it might seem good to have users visiting multiple pages, a high average can indicate navigation issues. If visitors bounce around without converting, it’s time to scrutinize your sales funnel and content. Are keywords and search intent aligned? Is the buyer journey clear? Address these questions to guide users more effectively.

10. Average Session Duration: The Clock Is Ticking

If visitors aren’t spending much time on your site, adjustments might be needed. Consider adding more social proof, re-optimizing content, improving design, or enhancing user experience. Longer sessions generally lead to higher conversion rates, so ensure your site engages enough to keep users around. Google Analytics provides the data you need to track this metric.

The Value Of Conversion Rates

Conversion rates are a big deal for your return on investment. They show how good your website is at turning visitors into customers without needing extra spending to attract more traffic. A solid SEO campaign can give you an ROI of 748%, meaning each dollar you invest in SEO can bring back $7.48.

Higher conversion rates mean you’re getting more revenue from your existing traffic, a cost-effective way to boost profitability. It’s about making the most of the visitors already on your site rather than constantly chasing new ones.

Better User Experience Equals More Trust

Optimizing conversion rates also improves the user experience. This means making it easy for visitors to navigate your site, find what they’re looking for, and take actions like signing up or buying something. A well-optimized site shows professionalism and boosts credibility, which is crucial for first-time visitors. A positive first impression increases the chances they’ll return and convert later.

The SEO and Conversion Connection

Conversion rates and SEO are closely linked. Better conversion rates often lead to improved engagement metrics like bounce rate, time on page, and click-through rate. Search engines see these positive user signals as signs of valuable content, which can boost your search rankings. So, focusing on conversion optimization doesn’t just increase revenue; it can also drive more traffic to your site by improving your visibility on search engine results pages.

How To Improve Your SEO Conversion Rate: 8 Strategies

Optimize Your Calls-to-Action (CTAs) for More Clicks

Your calls to action need to do more than just sit there. They should tell visitors what to do next in a clear and compelling way. Use action-oriented text that makes people feel like they need to act now. Make your CTAs pop with contrasting colors and keep them above the fold. Don't just stick with one version. Test different CTA variations to see which ones get more clicks.

Align Your Content With What People Are Looking For

If your content doesn’t match what searchers want, they’ll leave your site. Do keyword research to understand what people seek at different stages of the buyer's journey. Use this information to create the right type of content. At the top of the funnel, provide informative content. As searchers move toward making a purchase, offer more conversion-focused pages.

Keep Your Forms Short and Sweet

If you want people to fill out a form, make it as easy as possible. Only ask for the information you need. If your form is long, consider breaking it into multiple steps. Use social autofill and inline form validation to reduce friction. Try removing any non-essential fields to see if it improves completion rates.

Use Social Proof to Build Trust

Show visitors that other people have had a good experience with your brand. Include customer reviews, testimonials, trust badges, and social media proof throughout your website. This can help build trust and credibility with organic traffic.

Speed Up Your Page Load Times

Page speed is crucial for SEO rankings, user experience, and conversions. Most people say page speed affects their willingness to buy from an online retailer. To improve page load times, compress images, minify code, and use a content delivery network (CDN). Aim for pages that load in under 3 seconds.

Create Focused Landing Pages

Dedicated landing pages should focus on one customer action. This eliminates distractions and makes it clear what the visitor should do next. Create dedicated SEO landing pages that match specific search queries and guide users toward your conversion goal. Keep your messaging consistent from the search results page to the conversion point.

A/B Test Your Pages for Better Performance

A/B testing lets you try different page variations to see which works best test elements like:

Headlines
Images
Copy
Forms
CTAs

Use an A/B testing tool to split traffic between two-page versions and track which performs better. Incorporate the winning elements into your page to boost SEO conversions over time.

Analyze Your Analytics for Insights

Your website analytics can provide valuable insights into how organic traffic navigates your site. Use Google Analytics to set up conversion tracking and analyze your organic traffic patterns. Look at metrics like bounce rate, time on page, and user flow to identify potential roadblocks or drop-off points in the conversion process.

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Turbocharge Your Blog Conversion Rate

Blog CTAs isn’t just about making your life easier. It’s about boosting your bottom line. With sidebar CTAs, you can increase your blog conversion rate by 3-7%. That’s a big deal. More conversions mean more leads and more leads mean more opportunities for sales. It’s a simple equation but one that can have a huge impact on your business.

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