{"id":97220,"date":"2023-06-27T17:49:18","date_gmt":"2023-06-27T17:49:18","guid":{"rendered":"https:\/\/rockcontent.com\/?p=97220"},"modified":"2025-09-17T01:05:07","modified_gmt":"2025-09-17T04:05:07","slug":"conversion-oriented-seo","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/conversion-oriented-seo\/","title":{"rendered":"Conversion-Oriented SEO: Ranking Bottom of the Funnel Landing Pages [Our Step-by-Step]"},"content":{"rendered":"\n

Over the last decade, Rock Content has been an industry leader for content marketing<\/a> and SEO<\/a> for businesses.<\/p>\n

Not only do we do extensive research and share new insights on these issues on a regular basis, but such tactics are also at the heart of our very own marketing efforts. <\/p>\n

For a long time, our SEO focus was centered on increasing traffic in order to increase brand awareness and position ourselves as an expert in the marketing and content communities. In fact, our English website’s traffic increased by more than 80% in a year, with organic views per month growing from 166,000 in January 2022 to 301,000 in January 2023<\/strong>.<\/p>\n

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With such figures, it looked like it was time to shift our focus to the ultimate goal of any business: conversions<\/strong>.<\/p>\n

Via thorough observation and analysis, our SEO team recognized that our top-of-the-funnel educational content, which had served us well for years, would not be sufficient for the new task of generating more conversions.<\/p>\n

We recognized, like many other B2B SaaS firms, the need for optimizing our whole website, particularly our landing pages, in order to achieve better outcomes.<\/p>\n

Here is a summarized rundown of how we\u2019ve enhanced our landing pages to upscale our monthly organic conversions.<\/p>\n

Traffic-Focused SEO Vs. Conversion-Focused SEO<\/h2>\n

Search Engine Optimization is often compared to a website\u2019s gateway, serving as a storefront rather than a salesperson. While this analogy holds some truth, it falls short of depicting the full potential of SEO. <\/p>\n

While conversion is a metric usually associated with growth strategies rather than SEO, the latter can also do more than just refer consumers to the homepage or blog.<\/p>\n

It can be wasteful to increase traffic without minding what happens next when SEO has the potential to help guide users through the whole conversion funnel. <\/p>\n

So, to decide whether to focus on traffic or conversions, every SEO strategist must ask themselves: are the users progressing toward their intended goals? Is the business ultimately benefiting from their actions?<\/strong><\/p>\n

Casting a Wide Net with Traffic-Focused SEO<\/h3>\n

Most popular on-page and off-page SEO techniques<\/a> widely discussed on the web are often traffic-focused. It\u2019s all about creating informative content with high-search-volume or high-ranking-difficulty keywords to reach a broader audience. <\/p>\n

It is a sensible choice: every company needs people to visit the website before even thinking about turning them into customers<\/strong>.<\/p>\n

We’ve been using this strategy at Rock Content for years, and it has produced remarkable results. Back in the early 2010s, our content not only played a crucial role in disseminating content marketing principles outside of the North American and European markets, but it also established our brand as a leading expert on the subject. <\/p>\n

Our material is regularly cited throughout the web, our online academy certifications are highly valued in the corporate world, and our websites consistently attract hundreds of thousands of new and returning users every month.<\/p>\n

This achievement was made possible through our commitment to publishing high-quality educational content regularly, staying ahead of industry trends, and fostering strong relationships with other brands. Not only did we improve the visibility of our content but also enhanced our rankings on SERPs.<\/p>\n

But as our business grew larger, so did the need for a maturer and more qualified audience. That\u2019s when we figured a more conversion-focused SEO approach needed to come in. <\/p>\n

Nurturing and Guiding Visitors with Conversion-Focused SEO<\/h3>\n

A conversion-focused SEO strategy, as opposed to a traffic-focused SEO strategy, puts emphasis on optimizing the website to encourage users to perform a particular action, like completing a purchase, submitting a contact form, or subscribing to a newsletter. <\/p>\n

The goal is to maximize the conversion rate by creating a seamless user experience and providing persuasive content that guides visitors toward desired actions.<\/strong><\/p>\n

At the top of the funnel, conversion-focused SEO focuses on attracting qualified traffic.<\/p>\n

What makes the shift tricky is that you have to rethink the parameters for success. More eyeballs don\u2019t mean more business, and, honestly, getting consensus on what counts as a \u201cconversion\u201d can eat up a few meetings by itself\u2014everyone’s got an opinion. Thankfully, we learned to tune our aim better, switching KPIs from sheer volume to actions that tie to our actual business drivers. Eventually, the raw numbers started to feel less intoxicating; we cared a lot more about what our visitors did than how many of them landed on the page. It\u2019s a hard mental pivot for a team that used to celebrate traffic spikes like mini-holidays.<\/p>\n

There\u2019s also a mindset change needed across different teams\u2014marketing, developers, sales\u2014they all have to be on board or you\u2019ll just keep building pages no one really moves through. We started running more cross-team reviews, bringing in feedback from sales and customer service, not just the content folks. You\u2019d be surprised how much context those teams add: sometimes the smallest anecdote from a support ticket would spark an idea for a more effective call to action. Little by little, that collaboration started shaping the way we prioritized both content and landing page tweaks.<\/p>\n

This entails targeting keywords that indicate high purchase intent or align with specific target audience segments. <\/p>\n

By tailoring content to address the needs and pain points of these potential customers, websites can attract visitors who are more likely to convert.<\/p>\n

As visitors progress through the funnel, the focus shifts to optimizing landing pages and user journeys to facilitate conversions.<\/p>\n

This involves streamlining the conversion path, implementing persuasive call-to-action elements, and providing social proof and endorsements to build and increase credibility and trust.<\/p>\n

Considering our history and new goals, our SEO team decided to embark on an experimental quest to further enhance our conversion potential organically.<\/p>\n

Pushing Bottom of the Funnel Content Through Landing Pages<\/h2>\n

We had already been working with the CRO team to strategically include written CTAs and banners inside older and strategic pieces, as well as putting bottom-of-the-funnel keywords into our editorial calendar. <\/p>\n

However, we understood that we needed to go one step further and work with our entire website<\/a>, not solely the blog, and transform it into an organic conversion machine<\/strong>.<\/p>\n

We conducted thorough research and benchmarking exercises, meticulously analyzing competitors and industry peers.<\/p>\n

It soon became obvious that the most promising course of action for us to take was to optimize both our current landing pages and develop new ones in order to get higher ranks in SERPs and improve user progression through the conversion funnel<\/strong>. <\/p>\n

That\u2019s when our \u201cWebsite BOFU Pages\u201d project started. <\/p>\n

Project roadmap<\/h3>\n

With this initiative, we aimed to increase the visibility and impact of our landing pages while tapping into their potential to boost conversions to our products\u2019 free trials. <\/p>\n

We kicked off the project by locating and optimizing existing landing pages that are relevant to SEO and customer conversions. Although we also acknowledged the freelancer-focused pages, we deemed them a lower priority for the time being.<\/p>\n

To do so, we broke it down into three key stages:<\/p>\n