SEO Basics: Conversions Rely on Content & Usability


Search Engine Optimization can be a mysterious field. Every other SEO guru has a different opinion about what tips, tricks or incantations cause your website to rank highly and cause conversions. These tips and tricks can be incredibly useful, and can certainly cause serious increases in your website’s traffic. What these lists don’t mention, however, is that SEO tricks alone do not make a website perform well. SEO tips, tricks andconversion funnel techniques should be icing on the cake.

The backbone of SEO is a well designed and well written website. A well designed website is intuitive and easy to use, and is fashioned to allow search engines to easily spider your site. This means that no pages are forgotten about or lost in space, and visitors to your site can easily navigate to their intended destination. No amount of SEO is going to help your conversion rate if people can’t find what they’re looking for.

Well written copy also performs two basic functions: it provides important keywords, specifically keywords that help make long tail keywords, and it’s the primary source of communicating to your customers. Well written copy is a wealth of information for both search engines and visitors to your site. It allows search engines to determine what your site is all about, while giving important information about your company and your services to visitors.

This might seem a straightforward topic, but often times companies will pour money into SEO projects only to see drastic increases in website traffic that never converts, often due to web designers knowing little about SEO. Without a solid foundation, SEO will unlikely be able to help you reach your goals. Luckily, SEO specialists understand this. If you see phenomenal website traffic for qualified keywords, but not the conversion rates you’d like, it might be worth contacting an SEO company that conducts usability testing. They can help determine why your site is underperforming and can suggest ways to improve your website that dovetail with your current SEO strategies.

Does your business incorporate SEO best practices into your web design? Let us know in the comments!

Leslie is a former LunaMetrician and contributor to our blog.

  • Gary of

    Thanks Leslie, so true what you say.
    Even being on page 1 but not converting is of no real value.
    Another aspect to look for is Bounce Rate & Bounce Speed. A site might be getting the visitors but if they bounce off the site fast, then clearly a need to call the SEO guys.

  • Might want to talk a bit about the social signals Google is using as ranking metrics as well 🙂

  • I do not even know the way I finished up here, but I assumed this put up used to be great. I don’t know who you might be but certainly you are going to a famous blogger should you aren’t already. Cheers!

  • I just could not leave your site prior to suggesting that I extremely enjoyed the usual information a person provide to your guests? Is gonna be again continuously in order to check up on new posts

  • Hey There. I found your blog the usage of msn. This is a really smartly written article. I will be sure to bookmark it and come back to read more of your helpful information. Thank you for the post. I’ll definitely return.

  • Thanks for the article. Surely, very shortly you will give us some more details on what the best practices are that:SEO experts establish to determine why your site is under performing and perhaps even more importantly give some suggest ways to improve your website that dovetail with your current SEO strategies. This would help make for a better performing website and a better visitor experience.

  • Erreichen Sie in kürzester Zeit die Optimale Google Positionierung.

  • Thanks for your admirable post. That’s true that Content play very important role in SEO as well as users point of views.

Contact Us.

Follow Us



We'll get back to you
in ONE business day.
Our Locations
THE FOUNDRY [map] LunaMetrics

24 S. 18th Street
Suite 100

Pittsburgh, PA 15203


4115 N. Ravenswood
Suite 101
Chicago, IL 60613


2100 Manchester Rd.
Building C, Suite 1750
Wheaton, IL 60187