In 2024, businesses must have a functional website that works on both desktop and mobile – one that customers enjoy using. One part of the customer experience that’s sometimes overlooked is the variety of payment methods available. Here are some of the ways this can indirectly boost a business’s SEO.
Improved user experience
Customers can get frustrated when they’re ready to make a purchase, only to find out the website doesn’t accept their preferred payment method. They might even abandon their cart and look elsewhere. By offering a variety of payment options, companies reduce this possibility and improve the overall user experience.
But how does this tie into SEO? Search engines like Google aim to provide the best possible results for users. When a customer is searching online – say they want to find the most trusted casinos that accept PayPal – Google directs them to reputable iGaming platforms that offer better experiences. A hassle-free checkout process with multiple payment options can lead to higher conversion rates and longer time spent on the site – both factors that search engines consider when ranking websites.
Better conversion rates
When a company offers more payment methods, they cast a wider net that doesn’t just cater to credit card users, but also to those who prefer digital wallets, bank transfers, or cryptocurrency.
This inclusivity can lead to a significant boost in conversions. More purchases lead to more satisfied customers, and more satisfied customers can translate to more positive reviews and recommendations. These can lead to trusted backlinks and social signals, both of which help boost natural search engine rankings.
Higher conversion rates also indicate to search engines that a site is meeting customer needs. If people are consistently making purchases on a site, it’s a good sign that it’s providing value, which is what search engines are measuring.
Enhanced mobile experience
In 2024, mobile optimization is a must. More people shop on their smartphones than ever, and they expect a seamless experience. Mobile-friendly payment options like digital wallets or one-click payments can significantly improve customers’ experiences. They reduce the need for typing in long credit card numbers on small screens, making the checkout process quicker and easier.
For SEO, this is gold. Google primarily uses the mobile version of a website for indexing and ranking. A smooth mobile experience with diverse and mobile-friendly payment options can give a leg up in search rankings.
Credibility and trust
Customers want to feel confident that their transactions are secure. By offering a variety of payment methods, a company can leverage the trust that customers already have in those providers.
This increased trust can lead to more positive reviews and testimonials, which are great for both convincing potential customers and improving SEO. Many review sites have high domain authority, so getting positive mentions on these platforms can boost search engine rankings.
Trust can also lead to repeat business. Returning customers are more likely to engage with a site in ways that search engines measure: spending more time on pages, visiting multiple pages per session, and making repeat purchases.
Reduced cart abandonment
Offering multiple payment methods can help combat cart abandonment. Customers sometimes abandon their carts because their preferred payment method isn’t available. By providing a variety of options, you’re removing this obstacle.
Lower cart abandonment rates mean more completed transactions, which, as we’ve seen, is a positive signal to search engines. It suggests that users are finding what they want and following through with purchases.
Also, if customers are completing purchases rather than abandoning carts, they’re spending more time on that site and engaging more deeply with the content. These are behavioural signals that search engines use to gauge quality and relevance.
Data
A less obvious benefit of offering multiple payment methods is the access to more data. Different payment providers often offer analytics tools that provide insights into customer behavior, popular products, and buying patterns.
This wealth of data can inform an SEO strategy to help optimize product pages, create more targeted content, and predict future trends. All of this can help a company stay ahead of the competition in search rankings.
Localization and global customer base
By offering payment methods that are popular in different countries, a company can localize its website for various markets. This is good for business, and good for SEO.
A US company accepting payment methods widely used in Europe or Asia makes their site more attractive to more customers. As a result, they might see more traffic from different regions, which signals to search engines that their site has international relevance. Plus, if they get links from websites in different countries, they’re building a diverse backlink profile – something search engines love to see.
Competitive edge
Every advantage counts. Offering a wide variety of payment methods can help a site gain an edge over competitors who offer more limited options. This differentiation can lead to more mentions in industry mentions and more backlinks, and boost SEO.
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