Organic search results are one of the most powerful tools in online marketing. But even if your search engine optimization leads to your results being at the top of the Google rankings, users might overlook them if the listing doesn’t grab their attention. Here are seven ways to improve your rates of SERP conversion for organic listings.

1. Title tags and meta tags are what tell users what to expect when they click on a link. Spend time on developing these with your audience in mind.

2. Brand awareness encourages people to click on a link. Offsite promotional tools can be a factor in increasing the number of clicks on your links.

3. Rich snippets such as ratings, reviews, photos and videos attract immediate attention. Make sure you are using the tools Google supplies to markup your content.

4. Authorship of content looks great in the eyes of Google. Along with a bio, consider linking stories to an author’s Google Plus account.

5. Multimedia elements such as videos and images are powerful ways to improve SERP conversion. Make sure you properly tag, caption, organize and promote your multimedia content.

6. Core optimization is at the heart of any search engine optimization campaign. This extends beyond linking your keywords and performing code tag optimization. You need to make sure that your entire site is optimized so that Google and other search engines can easily find and index your content. eVisible can help you to review your site architecture, internal linking and more to make your site ready for indexing.

7. Review your SERP results and tweak your content frequently. Old content is stale content. Using technology to track the performance of your SEO content can give you clues on how to improve your SERP conversion rates.

One of the most difficult parts of a website optimization campaign is analytics. With many data points to choose from when looking at your landing page optimization campaign, it’s easy to overlook some of the most important elements. Here are six analytic points you need to pay attention to:

Entry Pages: A lot of emphasis is placed on home pages in website analytics. But landing pages and product pages are also critical to the success of your site. One of the best things to analyze on an entry page is the last action a person took before leaving. It might tell you what was frustrating on the site and caused them to quit.

Meeting Sales Goals: The main goal of almost any website optimization campaign is to increase landing page conversion and turn clicks into sales. But too many people get bogged down in the minute details of their web campaign and lose focus on tracking their sales performance. Most solid analytics tools have the ability to set and track eCommerce goals.

Web Form Stats: Your web forms are critical to your landing page conversion rate. Whether its customers asking for more information on your services or a shopping cart or payment page to complete a transaction, you need to know if customers are filling out forms once they get to the final step in the process.

Search Keywords: Finding the right keywords to focus your optimization efforts is a critical aspect of your SEO campaign. Before you do this, you’ll want to see how people are finding your site now. If the majority of customers found it by searching for your “brand name,” you aren’t doing enough to attract new customers. More generic keywords will be effective search keywords to optimize.

Traffic Sources: It’s easy to become so wrapped up in detailed web analytics and forget about one of the most basic pieces of data: where your web traffic is coming from. Determining if visitors are coming because of web searches, referrals or ad campaigns will help you understand which tactics can potentially have the best results.

Actual Website Traffic: Did you know that many website visits aren’t from real customers but from search engine robots and spiders that crawl Internet sites regularly? Most web visits that last 10 seconds or less are useless to you. Focus on lengthier visits to get a more accurate reflection of your web campaign.

Although some people are unfamiliar with A/B testing, it’s actually a very simple concept to grasp. It’s a frequent tool used in landing page optimization to test potential changes to your existing home page. In this version of landing page testing, visitors potentially see one of two pages: the current one or the new, experimental page. This gives you the ability to get real-world data in a short amount of time to determine which page works better and the strengths and weaknesses of various elements of your site.

Even people who understand what A/B testing is all about often don’t do it frequently enough. Often it’s something that is done when a website first launches or a business first undertakes a campaign of optimizing landing pages. However, what they don’t realize is that A/B testing can be a powerful tool throughout the life cycle of your website. In an article at Quick Sprout, Neil Patel recommends running an A/B test at least every one to two months for websites with more than 10,000 monthly visitors. Patel runs A/B testing twice a month for his business and claims that one out of every four test yields results that increase landing page conversion rates by 20 percent.

A/B testing isn’t just for elements on your website. You can also perform basic tests on the ads as part of your PPC advertising campaigns. Even if your Pay Per Click advertising campaigns are having success at the moment, this doesn’t mean that they are as successful as they could be. Trying out new elements in your campaign and comparing them to your existing elements can help you to understand what is working and what can work better. It doesn’t have to be a major overhaul – according to Patel, even some minor tweaks can provide major benefits to your Pay Per Click advertising conversion rates.

Here are three tips from Patel that you’ll want to consider during A/B testing:

People Love Free Things: Simply adding the word “free” to your advertising can have a huge impact on click-through rates. People are attracted to the concept of getting something for nothing and generally want to read more if something is offered to them for free. If you are already using “free” in your PPC ads, consider highlighting the word through colors, font or sizes.

Place a Value on Your Free Things: People also want to know just what a great bargain they are getting. If you can, make sure you place a dollar amount on the value of the free item or service you are “giving away” on your site.

People Also Love Videos: Many people will click on a video to learn the same information available in text form on a website. Simple videos can be cheap to produce with a provider of PPC advertising services but pay huge dividends.