This one comes up every so often. And I suppose it’s a misunderstanding that’s largely the result of pitches by SEOs. People say that they’ve had some SEO done on their site, and although traffic is increasing, their bottom line is looking worse because they are not making any more sales.
The thing is, increased traffic doesn’t necessarily lead to more business, and it definitely is possible to increase traffic to a site without making any impact on turnover.
In cases like this, the problem usually lies in one of two places:
1. You’ve already farmed your niche – it may be that you were already successfully targeting just about everyone who’s going to buy your product online, and the extra traffic being generated by the SEO just doesn’t fit. Unlikely, but it does happen
2. The copy on the site is not doing everything it should do – as I’ve said before on this blog, copy needs to do more than just provide fodder for search engine spiders. It must be designed to sell and it must take a clear view of the logical way to direct prospects towards your order form (or other outcome)
In short, SEO must be embedded in your overall site and marketing strategies to get the maximum return.
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