(Entry was posted by Jason Chong on this post in the Dumb SEO Questions community on Facebook, 11/21/2019).

Rank in #1 but no booking

I have a few service pages on my site. The URL is generally /service-city. These pages have mainly FAQ information in the form of a conversation as the bulk of the content. Some rank in #1 for service city. However I donâ€™t get a lot of bookings through
When I look at the pages I observe that the content, especially early in the page is not really focused on â€˜service cityâ€™. I think that the questions being answered and subsequent ranking for those keywords is what boosts the page high.
I am considering restructuring to optimise for conversion. Am I best to
a. ensure the first few paragraphs really focus on selling the service and call to action (booking) and then have the faq info
b. move all the FAQ info to a new page focused on service FAQ and redo the current page to focus on the service and call to action with a link to the FAQ page?

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YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

Michael Martinez: This is a complicated question because there is no 1 single best answer in my opinion.

Conversion optimization and search optimization don`t always agree on what is best to do.

The search engine takes what is on the page into consideration. If you move content elsewhere that might cause the search engine to change how it ranks the pages (but sometimes they ignore "boilerplate text").

The consumer is looking for different things at different times during their purchase cycle. Sometimes they just want to know who you are and what you do. They may come back later.

And sometimes they just want to find the call to action because they want to talk to someone.

Either way, you can`t have all the traffic and a majority of visitors to your site probably won`t convert.

So you`ll have to experiment to find a good mix. And demand for services of any type may vary based on season.