There has never been a better time to rethink SEO far beyond the ranking or click. The Google algorithm is also becoming increasingly efficient at detecting post-click user engagement and conversion metrics, via a variety of data collection sources. Better engaging websites will also improve rankings. SEO itself should be more about conversions that essentially convert to additional revenues from traffic.

Making SEO more conversion-centric also means that some current SEO strategies and processes need updating to focus on conversions.How to get your SEO focused on conversions. The following methods may help to get your SEO more focused on conversions:

1. Assign dollar value to conversions. Using your web analytics platform, assign conversion dollar values for different conversion types, and following data collection, evaluate for organic keywords and keyword categories. When using an internal tracking system to track referrals, do not limit it to advertising campaigns only — track referral URL traffic too. Proper SEO measurement and metrics are the basis for drilling down on SEO profitability at a deeper granularity level (keyword, landing page, SEO category, geo, etc. and combinations).

2. Evaluate and optimize the effectiveness of your SEO landing page in terms of its contribution as an initiator of a successful conversion funnel. Your SEO landing page may receive a lot of organic traffic but not necessarily spark conversions. Analyze the landing pages that do, and optimize.

3. Customize your value proposition for major target verticals. Your solution may appeal differently to various market segments. Identify main user segments and customize offerings according to the ‘reason why’ they are interested in your offer.

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