Recognized leader in digital transformation, partner at Highbridge, founder of Martech Zone, public speaker, author, podcaster & consultant.
Increasing overall business results can start with reviewing and deploying improved analytics tagging on your company’s site.
Let’s say your data reveals outstanding conversion rates from search engine traffic that are significantly higher than ads or social media. This isn’t to say that other channels should be ignored, only that the potential for increased sales is there if current destination pages could be optimized and new pages provided that have markedly better content than the competition.
One critical tool utilized in an audit is a search engine optimization (SEO) platform. These platforms monitor both paid and organic searches and keyword volumes, and provide a ton of tools that provide insight into opportunities to optimize pages. Pages can be optimized through a number of methods, including:
• Optimized infrastructure to improve page speed.
• Optimized titles to increase the indexing of the pages for relevant keyword searches.
• Optimized meta descriptions that would better entice search engine users to click through on the search engine result pages.
• Optimized page content with improved verbiage, better subtitling and use of formatting, videos and other imagery.
There are of course concerns from whether the site will lose rank to whether errors and warnings that an SEO platform revealed should be prioritized. These...
Read Full Story: https://www.forbes.com/sites/forbesagencycouncil/2022/08/23/dont-let-seo-platforms-dictate-your-search-strategy/
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