What Do I Want Visitors to Do on My Website?

What Do I Want Visitors to Do on My Website?

In SEO, the term conversion has come to mean your website users doing whatever it is you want them to do. So when we say “conversion,” think of it as shorthand for “Score one for you—you’re accomplishing your goals!” Wondering what your site’s conversion is? One of the really fun facts about SEO is this:

It’s your party—you decide what you want your guests to do. Now that you have all of your goals written down in black and white, defining a conversion should be easy. Here are a few likely examples: users “convert” when they:

1. Purchase a product
2. Fill out an RFI form
3. View a certain page on the site
4. Subscribe to a mailing list
5. Comment on a blog
6. Phone your 1-800 sales number
7. Drive to your retail store
8. Contribute to your political campaign
9. Change their mind about something
10. Find the information they were looking for
11. Read a classified ad

Now look at the “Conversions” table on your Goals Worksheet. You will need to have a conversion defined next to each goal. Some of the conversion definitions will be straightforward; others may seem vague or touchy-feely. There’s no harm in writing them all—we’ll help you sort them out later in your SEO campaign when you’re measuring results.