Company strategy is most effective when everyone prioritizes the big picture.
Note: When a person gives their email address in the sign up form, you can consider that to be a conversion.
Create the conditions that will enable a conversion.
If you are an SEO, and you can make every employee remember the ultimate objective,
it is likely the productivity of each individual will increase.
Think beyond individual roles or responsibilities
The image presents a structured flow for a company strategy focused on search, ranking, content, and conversion. Here's how each item relates to the strategy and conversion:
Search
This represents the initial step in the customer journey, where users actively search for information, products, or services.
A company must ensure its digital presence aligns with user queries by optimizing SEO, paid ads, and content strategy.
Visibility in search engines is crucial to attracting potential customers.
Rank and Display
Once a search is performed, search engines rank and display relevant results based on various factors such as content quality, authority, and user engagement.
Businesses must focus on keyword optimization, metadata, and structured data to improve rankings.
A strong presence in search results increases click-through rates (CTR) and brand credibility.
Page Content (Audience Need)
After a user clicks on a search result, the page content must fulfill their expectations and needs.
Content should be well-structured, engaging, and provide value while aligning with search intent.
Businesses should use clear messaging, visuals, and user-friendly layouts to improve user experience (UX) and retention.
Conversion and Motivation
The final step is turning visitors into customers by guiding them toward conversion actions, such as making a purchase, signing up, or contacting the business.
Motivation techniques like compelling CTAs, trust signals (testimonials, reviews), and incentives (discounts, free trials) can enhance conversion rates.
A/B testing and user behavior analysis help optimize conversion strategies.
Strategic Perspective:
The flow highlights that the company and its team are responsible for the entire process, from search visibility to conversion.
A well-integrated approach that combines SEO, content marketing, and conversion optimization can drive business growth.
The strategy should focus on understanding the audience’s needs and aligning marketing efforts to meet those needs effectively.
You and your team
Determine the Strategy
My webmaster team will be most effective if we figure out a strategy, to best serve users.
Question:
If a searcher comes to the blog, can they find out a way to subscribe to the blog if they are interested?
Will they understand the benefit of subscribing?
The diagram above outlines a "conversion funnel" related to video content strategy, demonstrating how a user moves from an initial query to a conversion action. Here’s how each step fits into a company's strategy and conversion optimization:
Can I watch a video about 301 redirects?
User Intent: A user has a question about 301 redirects and is looking for information in video format.
Company Strategy: Businesses should ensure their content is aligned with commonly searched queries, making it easy for users to find relevant videos.
Optimization Focus: Keyword research, video SEO, and content planning should be used to match user search intent.
Searches YouTube for [googlebot 301 redirect]
User Behavior: The user actively searches for the topic, signaling a high intent to consume content.
Company Strategy: Videos must be optimized with the right keywords, metadata, and thumbnails to appear prominently in search results.
Optimization Focus: Titles, descriptions, tags, and transcripts should be structured to match common queries and improve discoverability.
Watches Matt’s video
User Engagement: The user finds and watches a video that answers their query.
Company Strategy: Videos should be engaging, authoritative, and structured to keep users watching.
Optimization Focus: Clear explanations, engaging visuals, and a compelling call-to-action (CTA) should be included to guide the viewer toward the next step.
Wants to sign up for Webmaster Tools
User Conversion: After watching the video, the user is motivated to take action, leading to a sign-up or another desired business outcome.
Company Strategy: The transition from content consumption to conversion should be seamless, with clear CTAs and easy navigation to relevant pages.
Optimization Focus: Strong CTAs within the video and in descriptions, links to relevant resources, and an optimized landing page experience should be provided.
Key Takeaways for Strategy and Conversion:
Optimize for Common Queries: Ensure videos rank well by using search-driven keywords.
Engage Users with Value: Provide clear, useful information to keep viewers watching.
Include Strong CTAs: Make it easy for viewers to take action after watching the content.
Simplify the Path to Conversion: Reduce friction between content engagement and product sign-ups.
Conversion Questions
Outside of the blog (visiting a resource other than webmaster central), if a user is watching a video about the Google Search Console on the youtube channel, will it be clear to them how to sign up?
(CTA) - Call to Action: Subscribe to the channel.
Once you have an understanding of
the search and persona workflow, as well
the user's needs, and
how responsibilities are shared within a company,
it is time to begin discussion about starting an SEO strategy.
