Sudden drop in conversions!

[inhouseseo]

Over the past week, I have noticed a drop in conversions. By drop, I mean NONE at all. The traffic to the site seems steady from different sources, so I don't think we've been hit with a penalty.

I have looked through the site, and there are no problems with the functionality.

Is it possible that you lose conversions because of the type of keywords that are driving traffic?

In other words, the impressions and queries remain steady, but you are not getting traffic that converts (if that makes any sense).

Thanks in advance for thoughts and advice.

[PremioOscar]

Hello there,

"Is it possible that you lose conversions because of the type of keywords that are driving traffic?"

Yes it is. Every keyword falls into the buying funnel, more specifically into a section of it. It starts with awareness (usually) and ends with purchase (or any other action you want your visitor to take on the site).

In line with your objectives, you should target the right keywords.

Usually the first steps of the buying funnel do not involve conversions and if your keywords fall into those section you might have to change the keywords your targeting.

For example, let's say you sell laptop:

if you target black laptop you know that this keyword won't give you a high number of conversion as the keyword is too general and the traffic you get might just be made of people looking for laptop but have no intention to buy one. But the more you refine it the more specific it gets, and the more conversion you should get, so if you target a keyword such as **buy 15inch black laptop hp **(or whatever it might be) you will get more targeted traffic more likely to buy your products.

In case your objective was to build awareness, general keywords such as black laptop would have been a good keyword.

What I'd suggest is to review your objectives and align the keywords you target with them.

Hope it helps.

[PremioOscar]

Here is a source that should help you

http://www.smartinsights.com/customer-relationship-management/social-crm/aidar-model/