Many websites concentrate solely on increasing the number of visitors they have, when often they have fairly simple problems with their site that, if solved would have a huge effect on their conversion rate and improve their sites bottom line at minimal expense.

• Dive into your analytics deeper:

Have Google analytics installed on your site and have goal tracking set up. Dive into your analytics deeper and check to see what particular keywords ads, referring sites etc, have high conversion rates and support those efforts with attention and budget.

Find this illustration by clicking Traffic sources>Search>Organic and then selecting a Goal set in Google Analytics. 

• Finding corresponding URL’s:

Determine which pages on your site are driving these keyword conversions

Click on Secondary Dimension and select Traffic sources>landing pages from the drop down menu.

• Find where these keywords Rank:

Get these keywords to work even harder for you, which means getting corresponding url’s to rank higher improve their visibility. So you need to determine current SERP position.

• Keyword conversion report:

Once you have keyword rankings, you can pop that into your spreadsheet along with list of keywords, corresponding URL’s and conversion rates and determine whether to focus on the highest ranking terms, highest converting terms, highest traffic terms.

• Focus on those keywords to improve rankings:

Review title tag structures: keyword placement in headlines, subheads and body copy, image tagging and see for any further improvements. Add anchor text links on those pages back to the pages you’re trying to rank higher and freshen up more relevant content. Social shares may not be a direct ranking signal, but good content gets shared likely can help reinforce popularity and interests.

• Iterate over your website:

Now you are aware where they rank and you’re working to improve those rankings to grow conversions. Next step is to leverage that intelligence you acquired during this processes and apply to keywords which are underperforming on your site.

Nothing prevents you from trying to increase your conversion rate. If you do things, your conversion rate will normalize over time. However while conversion is an important factor to the profitability of your marketing, you shouldn’t lose sight on big picture-that’s building your brand equity.