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Increasing Your Online Qualified Leads

“Guaranteed to drive thousands of visitors to your site a month!”

“First place Google placement – guaranteed!”

I see advertisements like this every day. And I hate to be a killjoy, but this sort of program is NOT going to help you bring in qualified leads for your team. If you want sheer volume of site visitors, great. If you want traffic that will convert to customers, then this isn’t for you.

I know the law of large numbers says that the more people you can get through your doors (or in this case, your website) the more people will buy/become customers. While this, in theory, is true, you’re wasting marketing dollars on an advertising campaign that won’t produce qualified leads. Since most of us in the real world have to work within budgetary constraints, throwing good money after bad trying to get any Tom, Dick and Harry to visit your site is poor strategy. Buying generic keywords that may or may not draw people interested in your services to your site just won’t convert well. Personally, I’d rather see a smaller volume of site visitors with a higher conversion rate.

A great way to ensure qualified leads are driven to your site is to bid on longtail keywords. Longtail keywords don’t drive a lot of traffic, but the traffic that is generated has a much higher conversion rate: these are people specifically looking for what you have to offer. For example, someone searching for “2007 Honda Civic Columbus Ohio” is a whole lot more likely to convert than someone looking for “Honda Columbus”. Since demand for these specific, longtail keywords is relatively low, so is the price. Don’t get discouraged by a lower site traffic report – instead, pay attention to your conversion rate. Remember it’s not just about big traffic numbers, it’s about SALES.

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Tags: ROI, SEM, SEO, Sales, keywords, leads, longtail, marketing, search


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Comment by Keith Shetterly on July 9, 2009 at 7:27am
You should hear newspaper folks trying to pitch their "new" online SEO services for you as they work to convert their business model. Talk about promising the SEO moon!!!

Comment by Clarence U Romero on July 8, 2009 at 4:55pm
Great Post Todd,

Although the long tail search will produce allot less visitors, it will produce a higher conversion rate. The large part of single or short phrase search terms are service and parts related.

Comment by Ralph Paglia on July 8, 2009 at 3:39pm
Todd, You should be the Al Sharpton of SEO preachers! Tell it like it is, brother... There are so many snake oil salesman out there touting SEO like it is some sort of witchcraft or voodoo that it devalues the work being done by reputable professionals such as you and your team at Auto Dealer Traffic. When I look at the guidance and wisdom offered by SEO professionals like you, Brian Pasch, Steve Crim, Tony Guarnaccia and a handful of others, and then compare it to the hyper inflated BS from some of the others, it is enough to make me want to go on a crusade. Anyways, thank you for the great blog post and for being the voice of reason in the Alice in Wonderland insanity that selling SEO services seems to have become.

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