Some SEOs are often so focused on rankings and traffic that they fail to focus on the post-click experience and miss opportunities to convert visitors. They don’t build a lead-generating machine because their bounce rates are high, and their conversion rates are low.
This type of SEO is all cheese and no mousetrap.
Our final tip is to expand your skills and become an expert in persuasion, not just attraction.
Years ago, Rand Fishkin published a post about becoming a T-shaped marketer. The idea is simple:
Go broad: Develop a working knowledge of many marketing disciplines while avoiding major skill gaps that could limit your ability to execute an integrated strategy.
Go deep: Next, choose one area of specialization and master it so you have deep expertise in a specific discipline.
But if the goal is to drive a continuous flow of qualified leads, you need a second critical skill: conversion rate optimization (CRO).
Through CRO, you’ll learn:
- How to trigger cognitive biases
- What wins the sales conversation
- How to handle objections and leverage evidence
