If you have some very strong positions in search engines and you’re attracting a good amount of traffic, it’s important to make sure you’re converting these visitors; otherwise your SEO campaign could be pointless.

Without engaging content on your website and an element of ‘lead nurturing’ you’re not going to be able to make visitors become customers. If you have a good idea on who your target audience is and you know what they want from you, then give it to them on a plate, and you could eventually see them become loyal, returning customers.

Some websites with decent rankings fail to take the visitor to the next level, and this is something you’re going to need to do if you want to convert them. Small features like call to actions, infographics, enquiry forms and email signup forms can be nice touches, and you’ll begin to understand your audience even more along the way.

When a search engine crawls your website, it does not appear how it does to me and you. The spiders that are sent out to crawl your site can only interpret certain things and that is why it is important to build a website that is designed with SEO in mind. An example of this is an image that contains text within it, the search engines will not be able to read the text within the image but it can understand what the image is a bout from the file name, alt tags and image titles.

You need to ensure that your most important information on your site is in HTML format as Java applets, Flash files, images and other non-text content are often ignored or devalued by search engine spiders, despite the advances in crawling technology.

Having a crawable navigation to your site is crucial. Many companies make the mistake of not having a search engine friendly navigation thus meaning many of their pages do not get crawled and therefore do not show up in the search engines results pages.