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Search Engine Optimization is all about drawing traffic to a website, and converting it into customers. That’s the bottom line, and when it’s summed up like that it sounds pretty straightforward. It isn’t.

The essence of Search Engine Optimization is making a website search engine friendly. Historically, the effectiveness of Search Engine Optimization, or SEO, has been measured by how the target keywords were ranked after a web search. That focus gradually shifted to measuring site traffic. Now, SEO success is increasingly measured by how site traffic impacts on a company’s revenue.

Search Engine Optimization has become far more sophisticated than it once was, but there is no agreement on exactly what advanced SEO is, says SEO consultant Tad Chef. Rather than argue about definitions, however, Chef says many developers have begun emphasizing techniques that get the desired result.

Since the desired result is converting site traffic into customers, techniques begin with the experience of site visitors. Keep the design of your site simple, so it is easily navigated. Developers now place a greater emphasis on a site’s content and design – in short, its usability. It is recommended you identify the primary and secondary keywords of your content, and use them within the first twenty-five words of your page’s text.

Know your customers, and the products and services they want to buy. It’s important to understand your target customers, and giving them the content they need. If you have any doubts, hire professionals to design your. It may seem like an expensive way to go, but the alternative may be a website that no one visits.

Google is the most popular search engine there is, but it changes its algorithms regularly, according to the SEO consulting site moz.com. That means it’s important to keep track of these changes and to modify your site accordingly. That will help keep your ranking high. Get reports and logs from your web hosting company so you can see where your site traffic is coming from. Make sure a visit to your site is useful; make newsletters and coupons available, so that your customers remember you.

One major caveat: all of the preceding goes out the window when it comes to reputation management campaigns. Moz.com’s Rand Fishkin says most reputation management campaigns are all about search results – ideally, rankings on the coveted first page. According to some analyses, about ninety percent of Google searchers never go beyond page one of their search results.

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Tags: google, leads, reputation management, seo, traffic, website traffic

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Comment by David Lytle on April 21, 2014 at 7:47pm

Without a doubt excellent SEO and converting the leads into a sale is the final outcome you want. Measuring only the site traffic increase is just part of the equation. If you increase the traffic but don't do anything to increase conversion... what a waste. There are related but two totally different practices that have to mastered in order to get the great ROI you are looking for. Many People can promise you site traffic increases. But unless they are looking at your conversion ratio and working to maximize only the traffic... it's a waste. You need to have great SEO, excellent conversion tools... fantastic processes... and an internet team that works the leads correctly. If you don't have a balance of all of these... then increasing only your traffic isn't going to amount to anything.

Comment by Jonathan Morales on April 1, 2014 at 4:32pm

Joe, that's some great advice. I follow many of these tactics and several others with every small business I work with. Understanding your client, their customers and how to make the SEO convert for them is extremely important. NJSEOs

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