Your website’s goal should be to attract both search engine robots and humans alike. First, you have to get found by the robots, attracting them with interesting, original content using the keywords identified in a keyword analysis. Then, you have to make them come back time and time again, whether it’s through writing blog posts, publishing ebooks, or initiating positive online conversations surrounding your company. But how do you get customers to make a buying decision through your website?
Search marketing is nothing without conversion optimization. Consumers might come to your website, but are they making conversions? You need people to contact you and make a purchase; fortunately, there are three great online tools that can help you identify your strengths and weaknesses in your search marketing and conversion optimization efforts.
WooRank’s Free SEO Review
The team over at WooRank has really impressed me over the last few months, and their free SEO review is comprehensive enough to make actionable decisions. According to them, WooRank is a dynamic grade on a 100-point scale that represents your Internet marketing effectiveness at a given time. The software looks over 70 factors ranging from keywords to usability to social monitoring, ultimately giving you powerful insights that can help you attract robots and consumers.
Here’s a snapshot of their section on SEO content:
Your website review will be broken into several sections which also includes a general summary of your website’s performance overall. The target and gear looking annotations are one of the easiest ways to tell if certain aspects of your site need improving. You can mouse over the targets to see how much of an impact a certain item has on search engine rankings, or the gears to see how hard it is to solve something that needs improving.
Hubspot’s Digital Marketing Grader
Hubspot has a free marketing grader that does a good job of analyzing how your website attracts leads and converts them into customers. They look at five main factors: blogging, social media, SEO, lead generation and mobile optimization. This tool is more lead generation focused; therefore, we urge you to spend some time on that portion of their report.
According to Hubspot’s research, businesses with more than 40 landing pages get 12X more leads than those with only a few landing pages. For example, let’s say you’re an automotive training center that’s using pay-per-click (search engine marketing) ads to attract customers. You offer “collision repair trades” as one of your programs and build out a landing page with information exclusive to that program. The referral traffic from those PPC ads are more likely to convert if they see a form on that landing page that invites them to download an info kit exclusive to that trade.
Here’s a great example:
Marketing automation is also a big part of what’s behind Hubspot’s software. The report also identifies marketing automation tools on your website and offers a free ebook on how to set up marketing automation campaigns.
Google’s Webmaster Tools
Webmaster Tools can be a bit overwhelming at first, but the service provides some of the most fundamental search marketing insights out there. If you’re unsure on how to get Webmaster Tools data from your site, you can follow the web tracking set up overview.
You can start by clicking the (?) to the right of the Search Appearance section. This will show you the different elements in Google’s search engine results. You may see something like this:
Your website could appear with author information or ratings, given you spend some time researching how this is done. A lot of you might not have the time to get into the nitty-gritty, so feel free to contact us if you’re interested in getting the most out of your search engine listings.
The Google Index section is another fundamental part of search marketing and conversion optimization. If your site isn’t in Google’s index, then how are you going to bring traffic to your site? Go ahead and click on the Index Status of this section. Here you’ll see how many pages of your website are in Google’s index. The easiest way to grow this number is to implement a blog on your site. Each blog post adds another page to your website, and it provides both robots and humans with more content to digest.
Ever wonder what people are typing into the search box that lands them on your website? The Search Queries tab (under Search Traffic) will provide you with specific information on what queries are getting you the most impressions and clicks in search results. These insights can help you reconsider the keywords you use on your web pages and blog posts.
Other Helpful Tools
These three tools are free and provide valuable information to both novice and experienced search marketers. As you can imagine, there are dozens of tools out there that can help you achieve more with your digital marketing goals. Here are two more of our favorites:
Advanced Web Ranking – AWR for short, this comprehensive SEO tool has been around for more than a decade, with brands like Sony, Disney, Amazon and Microsoft (to name a few) reaping the benefits.
MOZ – Rand Fishkin started (what was once) SEOmoz in 2004. Originally a consulting company, MOZ is now a powerful marketing analytics software, providing a lot of inbound marketing data in one platform.
Although there are a lot of tools to help in the search marketing and conversion optimization process, none of them can take the place of the experienced team over at Elasticity. We use data from some of these SEO tools, combine it with more than a decade of our own experience in search marketing, and form effective strategies that drive rankings for your most valuable keywords. Feel free to contact us to learn more about our process!