If you understand the importance of the internet, you’ll know that setting up a fancy website alone isn’t going to cut it. You will also need to optimize your website with keywords so that it shows up when people search for a term relevant to your business. It is only after this that you will be able to drive conversions. This goes to show that SEO plays an important role in converting your target audience.

For any commercial venture, sales are driven by conversions. Conversions simply mean the number of leads that eventually resulted in sales out of the total leads generated.

For online businesses, conversions are measured by the number of website visitors who take a particular action. What constitutes a conversion action will be decided by you. It should be your end goal, such as placing an order or signing up for a free trial.

Sometimes there can be other steps that can be defined before the actual purchase. For example, a website visitor might be required to fill in a form, or sign up for your mailing list. Such activities are classified as micro-conversions, while the end goal of purchasing would be a macro-conversion.

As a business, your objective is to maximize the number of website visitors who take an action out of your total website visitors. This metric is called the conversion rate, and the process of increasing this rate is known as conversion rate optimization, (CRO).

In this post, you’ll learn how SEO, a major driver of CRO, can be used effectively to drive more website traffic, which could eventually lead to high conversions.

Keywords are the Key

What’s the first step that any consumer takes when they try to find information online? They normally search Google or another search engine for whatever they are looking for. And for those searches, they use keywords and search terms relevant to what they’re looking for.

Which means that focusing on the most relevant keywords being searched for by your target consumers is extremely important for both your SEO and CRO.

Google’s search algorithms are meant to understand and decipher the meaning of keywords being used so that the most relevant results can be displayed. Based on that understanding, Google tries to match the search query with web pages where the relevant keywords are found.

So your very first step for SEO should be to focus on relevant keywords for your business which are searched for in high volumes, in a process known as keyword research.

The Perfect Mix

It is important to find the right balance between keywords of different search intents. Informational keywords are the ones which, as the name suggests, aim to provide information to customers. Any "how to" articles or tips on any subject are examples of such keywords. These are beneficial to potential customers as they get useful tips and hence are a great way to drive more traffic.

But on the flipside, you might not see high conversions if you rely on informative keywords alone. Here’s where commercial keywords such as "buy," “purchase,” “order,” “discount,” and “coupons” are more effective.

Unfortunately, relying too much on commercial keywords may cost you customers by missing potential buyers at the top of the funnel. So the key is to maintain the right balance between these two types of keywords. If done correctly, keyword optimization can definitely help you increase your conversion rate.

Fat Cake helped Adage experience a phenomenal increase in their traffic as well as conversions within 30 days of keyword optimization. There was a 26.84% increase in traffic from organic search and a 16.3% increase in new member registrations.

Website Optimization

The right keywords are essential to drive customers to your website. But how do you ensure that they do not bounce right away? More importantly, how do you ensure that they take an action that results in sales?

Slow website speed or a high page loading time can cause not only your visitors to leave, but also search engines to lower your visibility. There are multiple case studies that prove how slow website speed can lower your conversion drastically.

Hence, SEO audits are necessary to find out if your site speed is less than ideal and how to resolve the issue. Even a simple test using Google PageSpeed Insights can be very useful in identifying problem areas on your site.

Google PageSpeed Insights tool finds what's slowing down your site

Another very important consideration for increasing your CRO is by ensuring that your website is mobile friendly. The majority of users today rely on their smartphones for browsing the web.

Even if your keywords are able to drive them to your website, your conversions could be affected if your website is not optimized for mobile. User experiences matter a lot and hence SEO audits can help in checking for mobile friendliness as well.

Google’s Mobile Friendly Test is perfect for finding out whether or not your website is optimized for mobile users.

Check your pages' mobile friendliness with Google's Mobile Friendly test

Content Optimization

The use of proper headings on your webpages and efficient organization of your product or service content is necessary for SEO. When visitors land on your web page, they should be able to find exactly what they were looking for.

If that does not happen, they are extremely likely to leave and never return. Hence you must ensure that your content is optimized as this will help in increasing your CRO.

Clear Call-to-action

So you’ve used the right keywords, produced great content, and optimized your website speed. You’re getting a decent amount of traffic, but your conversion rates are still poor. A likely reason for this could be the absence of a clear call-to-action.

If a potential customer is keen on purchasing something, they shouldn’t have to search your entire website to figure out how to buy it.

A clearly visible call-to-action button is therefore necessary to your end goal of getting them to make a purchase. The absence of this can negatively affect SEO and hence your conversion rates too.


Like we said at the very beginning, it takes time and effort to create something great. For your business to be successful, a combination of all of the above strategies is essential.

There is no denying that SEO is crucial for the success of any online venture. When done correctly, it can do wonders to your conversion rates.

Can you think of any other ways in which SEO can help boost conversion rates? Tell us in the comments below.