SEOs are always scouring the internet and exhausting their networks trying to find new ways to optimize websites for Google and other search engines. Whether they are tips to improve page speed or new keywords to target, the work of an SEO seems to be never-ending.
However, rather than chasing new visitors to increase your site traffic, the key to search performance could be found outside of search engine marketing altogether.
Quickly envision the process of successful conversion from a Google search:
- Step one: The user enters their query into Google.
- Step two: Google generates a SERP based on its perception of the type of content that that user is looking for.
- Step three: The user analyzes the metadata displayed on the SERP and selects the link that will most likely solve their needs.
- Step four: This is the make-or-break moment where the user decides whether or not to bounce or stay on the site to find the information or solution that they searched for.
- Step five: The new visitor quickly connects with and trusts the site they are on. They instantly found the information or product they were searching for or can easily navigate to it to fulfill a purchase or schedule a meeting.
Step four not only illustrates a pivotal moment for SEOs but for Google as well. If a search user consistently clicks through to sites that are slow to load, hard to navigate or entirely irrelevant to their needs, they’re going to switch to a different search engine. In short, Google wants to please its users by highly ranking sites that are friendly to its users’ want.
By shifting your mindset from, “how can