When users on your site become a lead, paying customer, subscriber, or take some other desired action, you’ve achieved a conversion. Digital marketing serves to target your best demographics, drive traffic to your site, keep potential customers engaged with your content and make the purchase process as streamlined as possible, thus positively influencing your conversion rates and your bottom line.

Digital marketing allows you to reach your target audience where they spend the most time online and helps you learn more about the groups you are trying to reach. By building an online marketing campaign centered around your target audience and built upon your knowledge of their online behaviors, you can make conversion rates soar.

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Search engine optimization (SEO) is a fundamental piece of the digital marketing puzzle. SEO begins with the process of making critical website improvements to boost user experience (technical SEO). This fundamental basis of SEO involves ensuring your website is mobile-friendly, loads quickly and is simple to navigate, allowing users to access your high-conversion pages to become paying customers.

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However, the most well-known SEO practice involves the use of relevant keywords and phrases to ensure Google’s algorithm displays your website when a user searches for a relevant topic (organic SEO).

For example, if you want your homemade candle business to appear prominently when users nearby search for “scented candle,” using that key phrase strategically in your site content will ensure Google serves your website on its search engine results page (SERP). Optimizing web copy and other content can increase visibility and drive relevant traffic to your site.