| By :
Mark Etinger
In many ways, search engine optimization is all about conversions. Increasing your page traffic is great and all, but if it doesn't lead to sales, links, email subscribers, or whatever other actions you're hoping to attain, your off or onpage SEO plan is ultimately letting you down. How do you increase conversions? First, it's important to determine what kind of site you're trying to market via search engine optimization. There are two main options: The Money Page On money pages, the primary conversions you're looking for are sales. You want visitors to check out your page, examine your products and services, and place an order. To this end, you should design your page to highlight your sales pitch, giving special attention to discounts or limited time offers, free shipping, bonus items, and similar perks. But even while showcasing your sales pitch, it's important to pay attention to your website SEO as well. Include some keyword-rich text for search engines, giving special weight to long-tail keywords, so that users searching for specific products online can be directed to the relevant money page on your site. To best integrate your keywords, create 200 or 300 words of keyword-rich body text that has something to offer your human readers as well, such as background information on your products and services. The Linkbait Page Not all conversions involve money changing hands. Linkbait pages aim to attract inbound links from other website owners -- a powerful force in the world of search engine optimization. Of course, potential linkers have different expectations than the customers you might be trying to attract on other pages. While customers want to see your prices and offerings front and center, this same content could be a deterrent for linkers. Website owners want to link to your site to provide helpful information to their visitors -- not to help you make a quick buck. Thus, the best linkbait pages are educational, offering useful resources to visitors. This could be a glossary with terms relevant to your industry, a comprehensive FAQ page, or a directory of informative articles. Although most pages can be classified as either money or linkbait pages, there are certain special cases. For example, some money pages are designed to attract conversions in the long term, even if not on the first visit. This is a common strategy in business-to-business (B2B) sites, where potential clients may do extensive research before returning to make a purchase. In another special case, you might wish to create a site that acts as both a money and linkbait page. To do this, you'll need to provide authoritative, informative content while also prominently displaying your sales offer, and including keyword-rich text for search engine optimization. Designing a successful money and linkbait page is no easy task, but it's certainly possible with the proper content writing and website SEO.
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