Marketing and SEO

I’m back after a short break, and ready to continue talking rankings, traffic, and all those fun things. 

One of the most important and most overlooked factors in your website’s success is your conversion rate. 

You make the decision to get SEO done, you hire a great company, you get more rankings than you had hoped for…but you still come back to the SEO firm and tell them you have no ROI. 

If your SEO company truly knows their stuff, and cares about the clients they server, they should start addressing your concern by looking at your website statistics.

Your stats are a goldmine of information waiting to be discovered..  We can find out who comes to your site, what words they found to get there, what engines they used, we can find out who links to you, how long people stay on your site, what page they enter on, what page they exit on and so much more.

Think about how useful that information is to you.  It is safe to assume that if you have good rankings, and good keywords, you should expect to see increased traffic to your site.  If traffic increases, you would expect your opt-in rate or sales to increase.  If there is no increase, then something isn’t working.  People are finding your site, but they are leaving before they take any action.

If you start looking at your stats, you can determine which page people are leaving on most often – then you can spruce that page up.  If people are spending a long time on your site, but not buying – maybe you have too much information and they read a lot but are never compelled to order, so then you need to look at your calls-to-action in your text and see how it can be improved.

Another great thing to look at is how many 404 errors people are getting.  If they are trying to find pages that aren’t there, of course they are going to leave.  If your web stats show a lot of 404 errors, you need to find the problem on your site and fix it. 

I’ve only begun to touch on just a few marketing concepts and ideas you need to educate yourself about.  The key take away here is: Your website success is not only dependant on rankings or traffic.  That is only step one.  As soon as you commit to driving traffic to your site, you need to commit to your marketing so your site can handle converting the new found traffic.

You have some options here:

- Learn what you need to know and handle it yourself.  That only works if you can spare the time, and truly commit.  - Your other option is to hire help.  If you are lucky your SEO firm will look at the big picture and be able to help with marketing and conversion issues.  If not, you need to find a marketing consultant.

Just a little bit to get you thinking, I’ll be back soon with more tips and advice, as well as news and updates.

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