Find Balance Between Conversion, Search Engine And Design Optimization | Dale Bertrand | Fire&Spark
Honest Ecommerce · with Dale Bertrand · September 10, 2019 · 23 min
Summary
This episode challenges the common SEO mindset by emphasizing a balance between conversion, search engine, and design optimization. It highlights the critical difference between driving traffic and attracting qualified, high-intent buyers, urging ecommerce operators to prioritize search intent over raw traffic volume for tangible sales growth.
Key takeaways
Prioritize search intent over keyword volume: Focus on what users are trying to achieve (e.g., 'how to size ski boots' vs. 'how to clean ski boots') to attract high-intent buyers.
Not all traffic is good traffic: Be wary of unqualified traffic that can tank conversion rates and skew analytics; aim for traffic with a clear purchase intent.
Expand content strategy beyond blogging: Explore different content types like product detail pages, category pages, and interactive tools that directly address buyer intent and drive conversions.
Address multiple search intents: Create content that caters to various stages of the customer journey, from awareness to purchase, to capture a wider range of qualified leads.
After a building high-performance computing systems for the NSA, Dale Bertrand made the leap two decades ago into the early world of online marketing, working as an online marketing consultant for Fortune 500 companies and venture-backed startups. Today, Dale is regarded as a veteran in the tech industry. His clients include global brands such as Citizen Watch, Makerbot, Raymond Weil and Bulova. Dale specializes in helping his clients take advantage of search engine marketing, content marketing and web analytics. He’s also a sought-after marketing expert and speaker at industry conferences and corporate training events. To learn more, visit: http://honestecommerce.co Resources: Learn more at fireandspark.com Email: dale@fireandspark.com
Prioritize search intent over keyword volume: Focus on what users are trying to achieve (e.g., 'how to size ski boots' vs. 'how to clean ski boots') to attract high-intent buyers.
What does this episode say about conversion & cro?
Not all traffic is good traffic: Be wary of unqualified traffic that can tank conversion rates and skew analytics; aim for traffic with a clear purchase intent.
What does this episode say about brand & content?
Expand content strategy beyond blogging: Explore different content types like product detail pages, category pages, and interactive tools that directly address buyer intent and drive conversions.
What does this episode say about organic & seo?
Address multiple search intents: Create content that caters to various stages of the customer journey, from awareness to purchase, to capture a wider range of qualified leads.
