SEO strategies: When is it clear that a new website design is needed?

[Alxvallejo]

My business has experienced a recent drop in conversion rate and traffic. We've been running Google PPC campaigns for both Virginia and Maryland. We rank around 7-9 on certain keywords in Virginia and surprisingly generate most of our business from that market. We rank #1 for two important keywords in Maryland but that is where we can't perform.

I find that one of the most difficult challenges as an SEO consultant is measuring and comparing your competitors. It seems like while Google is changing their algorithms and Google Places is taking a stronger stance in SERPs, new competitors keep popping up with new and exciting web site designs.

Could this be the reason why our conversion rate has dropped?

Thanks

[v2Media]

The drop in traffic will either be due to an algo change or competing sites' seo actions, as you are most probably aware. New competition could explain the drop in Maryland conversions. Regardless, improving the user experience of your website and rate of conversion should be an ongoing exercise! Every website has room for improvement. The SEO industry is one that India has jumped all over too. I would say that the Indians are poaching some of your market share too.

In short, I doubt there's a single reason that explains your conversion drop. Business life isn't usually that simple. Show us your site and an example search that displays your PPC ads; then we'd be in a better position to give advice.

[Convertology]

Don't view SEO and conversions as part of the same problem. SEO brings visitors to your site, from there it's up to your site to convert them to customers. SEO has no effect on conversions UNLESS it is attracting the wrong people to your site.

I'd suggest tackling these two issues independant of each other. Everything v2Media said is solid advice.

[v2Media]

If SEO isn't attracting the right kind of traffic, it aint good SEO. Part of the SEO process is attracting targeted traffic, not any traffic. Some pages will be better than others at landing visitors, so the question of their suitability for conversion is important, the question of whether a page has been over-optimised to the point where humans visitors are alienated is important. The SEO process is joined to the hip of conversion rates; they're not mutually exclusive processes that only deserve reactive attention when something isn't right.

[Convertology]

The SEO process is joined to the hip of conversion rates; they're not mutually exclusive processes...

I have to disagree with that. Conversions and SEO can move in a positive or negative direction independant of each other. They aren't tethered. Analysis of declining conversions should be centered around the web site itself and the conversion funnels.

[Jason Didsman]

I know this is an old thread, I would like to comment, there are some fundamental questions to ask to get to the bottom of this, I would be interested to see how it works out.

SEO First
Check your analytics and see if you have lost any major links in. This can hurt if you have lost one your major in streams, particularly if they were bringing pre converted traffic.
Then think if you have linked out, you could be lowering your own PR by linking out to many others with lower scores then yours.
Next I would suggest, since we are talking SEO, how many new pages have you added to site in the last month and are they being linked in from other sites as well.

From here I would need more info but start with the basics because sometimes we can get very lost in the data. Don't forget that sometimes Google will do a flick like a wave on the ocean to re-seat everyone, I have had pages drop 20 ranks and be back with a higher rank on the first page a week later after a Google shuffle. You loose your mind when it happens, I hate dropping ranks.

As to the PPC, If its click through that is the issue from the ads, make subtle changes to the ads or change the Call to action in the ad. If one set of ads if converting better then the others, try pausing 1 ad (non converting)only and bringing in one from the other location. Run it for a few days and see what happens.

While its nice to get both conversion and traffic up, I would start with traffic.

Start with that and if I can help anymore just ask below.

[plusoner]

I think that firstly you should look at organic SEO differently to Paid Search. The paid search is good for ROI. If your ads are not doing so well it could be due to quality score. If you have changed pages on your site that you have your ads pointing to then this will show through in the actual results. Get your paid search consultant to review the ads. If your oganic ranks have dropped then you need to look at the current strategy and look for ways to improve and adapt as required.

[samanthalewis]

Driving the organic traffic will be more beneficial rather then bringing the unusual traffic to your website...Due to the new rules of google one needs to bring changes in SEO Strategy in order to increase traffic stats..

[Marketing-Man]

Don't view SEO and conversions as part of the same problem. SEO brings visitors to your site, from there it's up to your site to convert them to customers. SEO has no effect on conversions UNLESS it is attracting the wrong people to your site.

I'd suggest tackling these two issues independant of each other. Everything v2Media said is solid advice.

Good call, I was thinking a similar thing!

Test and measure your page content by changing it once a month and seeing if conversions start getting hire, then just tweak it as you see fit.

Maybe even see if your prospects would answer a questionair for a free digital gift? Everybody likes free things, even if they are intangible.

[v2Media]

Sorry - you're misguided. SEO and conversions are joined at the hip. An seo plan should include and embrace the conversion strategy.

What determines the correct choice of keywords to optimise for?
Attracting potential customers. More conversions begins with attracting the right traffic, not more traffic. The key phrase 'widget services' may see 100x's more searches than 'widget makers'. However a larger proportion of searches for 'widget makers' may be the target market.

What determines a good meta title and description?
Rankings, but more importantly click-throughs of said potential customers on search results pages. Keyword prominence usually dictates the title and description, not the effectiveness of having a potential customer click on the result. With conversion in mind at the search results level, better titles and descriptions for customers can improve conversions.

What determines seo editing effectiveness?
A balance between rankings and conversion success. If on-page seo editing results in higher ranks and lower conversions, is that a desired result? No.

In the art of seo for business/commercial websites, if you disregard conversions during the seo process, you'll more than often compromise conversion rates - not improve them. We optimise websites to generate more business for the client - not more traffic to their site.