Inversion Rate

Inversion Rate
How can I increase inversion rate in a short time?
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At this point, take anything they give you. We’re not yet at the step of filtering or judging the validity or accuracy of what they’re telling you.

Capture and build out a list of what you’re hearing and learning.

3. Analyze Competitors

We never want to assume that our competitors are doing it right or well.

However, we have to take a look at what they are targeting and doing.

Are your traditional competitors outranking you?
Do they offer the same products, services, or content?
Then, chances are there is something to learn from them.

Review:

Their title and meta description tags.
The topics of the pages on their site.
What they are talking about and are positioned for prominently in search results, social media, PR, and beyond.
Create a list of what topics, terms, and phrases you’re finding competitors focusing on that align in any way with your organization and content.

4. Perform Keyword Research

There are a lot of great resources that talk about the tools and processes for doing keyword research for both organic and paid search.

I’m not going to detail that here, but do want to note that you need to take care in ensuring you’re looking at match types and using the right tools for paid versus organic search.

Know the mistakes to avoid and don’t use Google Keyword Planner for SEO.

As you research, you’ll want to use the seed keywords and terms you identified through stakeholder and competitor review.

Work to further expand these lists by finding related keywords.

5. Identify Topics

Chances are, you’ve got a ton of individual words and phrases after you performed your keyword research.

The good news is that topics matter more than keywords.

You won’t be building out pages for every single keyword and you don’t need to. If you haven’t, you need to translate from keywords to topics.

To help get started on that, you can use the content on your site (unless you’re launching a new organization from scratch).

At some point, decisions were made on how to group content on the website into product, service, or topical structures.
I’m not assuming that your site navigation or information architecture is perfect. But, there are likely topics or themes there if you have some depth of content already.

You can use those topics as a starting point if you feel confident in them.

Regardless, if you looked through your full keyword research data, specific themes or topics have probably emerged naturally.

From your keyword list, ensure that you’ve found meaningful groups of topics.

These will likely be your ad groups for paid search or your content clusters or sections on the site for SEO focus.

6. Ensure Topical Relevance & Alignment

With keyword research distilled down to specific topics and themes, you can then validate the keywords to make sure they are the right terms.

While it might seem like a great idea to want to rank for “cars” as a local car dealership – that might not be the best use of paid search budget or SEO investment.

Yes, technically, we are all about cars at the car dealership. But, we’re about a whole bunch of layers deeper and more specific in what we are really about.

If the person searching is looking for a brand I don’t carry new inventory for, I have wasted that effort or budget for that click.

Find the balance of your topics and keywords to ensure it is as closely tied as possible to your products, services, or content offerings.

7. Review the SERPs

It might feel like we’ve used all of the filters and ways to validate our keywords we can.

However, with the ever-changing layout of the search engine results pages, we have to dedicate some time to manually looking at them.

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