At ad:tech SF, search engine optimization experts talked about content and conversion.

During the recent ad:tech San Francisco conference, search expert, online retailer and panelist Rob Snell advised marketers to focus their SEO efforts on generating highly useful, informational pages – the kind of pages that convert site visitors. Snell shared the insight that keyword-rich landing pages lead to conversions.

Relevant content and search engine optimization were two leading topics at ad:tech San Francisco. As Brafton reported, marketers and panelists in attendance seemed to agree that creating relevant content is a struggle for many marketers, but Snell’s data shows investment in researching target audiences pays off. He presented data showing that one site boosted its conversion rates by 50 percent using search-friendly buyer-guide informational pages.

For marketers who want to see similar success, Snell encouraged brands to create pages that educate site visitors about what their businesses offer. Other experts in attendance agreed that sharing information relevant to your business – such as content that educates site visitors about your industry – is also key to good rankings and conversion.

Snell reminded marketers that creating convertible SEO site content is a commitment – a process they must be prepared to invest in, and one that doesn’t end when content is published. He emphasizes that businesses must analyze search-indexed pages to see which content is driving leads and sales, then plan future content accordingly.

“Seventy-five percent of the revenue will [likely] come from the top 100 pages,” he says.

Snell’s reminder that marketers should measure the ROI of their search engine optimization efforts is one that many SMBs should heed. As Brafton has reported, 75 percent of small business marketers don’t use analytics tools to evaluate their search campaigns.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.