Google rarely reveals site ranking factors, limiting itself to general recommendations for SEO specialists. Of course, all search engines aim at providing users with the most relevant link as quickly as possible. But there is a huge problem here, as regardless of the sphere and region, the competition is simply off the charts!
While users are bombarded with offers and ads, you, as a site owner, may be confused to know their real needs. Luckily, there are some tricks that help increase conversions in online marketing and thus, grow the number of your clients. And in this piece, we have gathered 5 of them.
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1. Use HTTPS
Perhaps the main thing to start with is the use of HTTPS, which is a network protocol that ensures the secure transfer of information between the server and the user’s PC. Yes, implementing HTTPS requires additional costs for webmasters. However, it provides website owners with a boost in search engine rankings.
It also guarantees security and anonymity. Some are mistaken to believe that HTTPS should only be used by resources that personal request data, payment card information, etc. This is not true. Thanks to HTTPS, your guests are less likely to get on a fraudulent site and lose personal data, including passwords and browsing history. This increases the credibility of your business.
So, what problems will you face when working on HTTPS? The first is a prolonged speed of site loading. Using HTTPS forces the server and browser to exchange a lot of information when downloading resources. This negatively affects the site loading speed, which itself is a crucial ranking factor.
Hopefully, you can neutralize the negative impact of HTTPS. Just pay attention to the HTTPS-compatible data transfer technology SPDY. It reduces loading time. Plus, you can always check your website thanks to SEO plugins such as Google Search Console or Yoast. They are easy to use yet effective.
2. Consider Behavioral Factors
Improving the user experience is what all websites should strive for. And if you are launching an online store, usability is everything! The goal of the search engine is to give a high-quality answer to the user’s query, remember? That is, select the most convenient, informative, and authoritative platform.
The majority of users quit the site soon after opening. They are scared away by the complex structure and plenty of text. But is there a way to make them stay? Albert Einstein once said, “Make it as simple as possible, but not simpler.” And this is the case!
While SEO professionals are super advanced in technology, the same cannot be said about usual Internet users. They don’t understand complex structures. So, instead of relying on complicated samples and trying to sell everything at once, focus on the main points and bestsellers.
The menu should be clearly divided into an intuitive structure in order to reach any page of the site in 3 clicks. Also, avoid using SEO texts at the bottom of the page – the likelihood of them being read is very low. Plus, search engines won’t analyze them at all.
3. Trust The FOMO (Fear Of Missing Out) Technique
Surely, when the site is convenient and informative, the visitor will have a reason to stay longer. And in this paragraph, we are exploring how to make sure they will make an order and actually buy something from you.
Imagine a video showing a group of friends having fun on the beach. All of them are holding a bottle of juicy cocktails. In this context, the product is a symbol of a cheerful company and a great time. Thus, without having one, you might be missing out on a good experience.
The basic principle of FOMO is to show how amazing life can be if you buy a particular service or product. The same goes for lipstick ads (just buy one, and you will be the most confident in the room), protein bars (how can you exercise without eating one afterward?), coffee (an enduring symbol of vigor), and whatnot.
When it comes to websites, there are several ways to take advantage of FOMO to drive sales, such as:
- Promotional pictures showing customers using your products and getting all the benefits;
- Your offers are expiring, so visitors should hurry up so as not to miss the opportunity;
- Using a call to action, such as “Last Chance!” or “Take advantage of this exclusive opportunity!”
4. Try The FITD (foot in the door) Technique
If a friend asked you to lend $1,000, you would probably say no. However, if the same person asks for $200 first and you say yes, you are more likely to lend them the remaining $800 later. It sounds confusing, but that’s how psychology works. When you agree to do someone a favor, it creates a bond.
In sales, this method is called “foot in the door.” Imagine that you are looking for a new ISP and decide to choose a cheap tariff plan. Your ISP now has “a foot between your door and the room.” In the future, they may try to sell you a more expensive plan (perhaps at some discount), and you are more likely to agree to such an offer.
When you launch a website, there are several ways to take advantage of FITD technology, such as:
- Asking users to provide their email addresses, which opens the door for future marketing campaigns;
- Engage them in completing surveys to help you provide the best service.
Here you can show all your creativity by choosing the most optimal FITD technology technique.
5. Increase Credibility
After Google introduced the EAT concept (expertise, authority, trust), many sites lost their positions in rankings. Most of them never recovered. But it can work in your favor if you show that you are trustworthy.
Here is the main idea – don’t sell a product, but sell your story. To do this, it’s necessary to create a cool “About us” page with your photos (but don’t forget to optimize them), background experience, and reasons why you are doing this. At times when materialism and large giant companies rule the world, customers are looking for authenticity and honesty. People want to trust people, not just the brand.
To Wrap It Up
SEO is an activity for the most patient ones. Why? There are often no results for a very long time. At this point, it’s essential not to give up but to continue. Always create quality content and promote it. The Pareto principle plays a huge role in SEO website optimization: 20% of the awesome content brings 80% of the traffic. So, be sure to check your site in Google Analytics and take user experience into account since there is always room for improvement.