When top level management is looking for a scapegoat to “pin to the wall” about deviating sales conversions for your website, don’t blame the SEO guy for merely doing his job.
SEO’s purpose is to deliver traffic – if a new visitor bounces because the page lacked congruence, focus or a strong call to action or action words, then call it what it is (a lack of conversion rate optimization). This is the real reason why most landing pages fail.
For those of you itching to jump into the mix, this post from the past amply named >>> Don’t Blame the SEO <<< summarizes the pitfalls of looking in the wrong place for the right solution. Despite wishful thinking, landing page optimization and conversion rate optimization are each respectively their own animal, which must be tamed prior to reaping ROI consistently.
Why Rankings and Conversions are Unique
Just like you can lead a horse to water and can’t make them drink. Sure, you implement SEO and drive 1000 visitors to a squeeze page or landing page only to have 999 leave. The medium is not infallible. The moral of the story is, make sure you have something worth ranking, before you engage the SEO process, and furthermore, don’t be afraid to change the creative, graphics or layout to split test to “beat the control”, e.g. “find the best combination” to declare an undisputed champion page variation that converts in double digits.
Search share for how consumers find a page is dwindling, this means that conversion cues, relevance, cultivating trust signals and SEO web design must all work together in a cohesive manor in order to create (1) a splendid user experience and (2) translate into sales.
Here are a few additional resources on the topic:
And last but not least, a link again to the post that inspired this brief sprite of an idea – Don’t Blame the SEO!
Enjoy… Comments are welcomed and appreciated.
Read More Related Posts
With all of the fancy jargon-rich industry terms flying around, it doesn't really matter if you call it SEO "search engine optimization", SEM "search engine marketing", SMO "social media optimization" ...
SEO is nice for popularity, but conversion is even better. So, before you go out and start snatching up more keywords than you can shake a stick at, make sure ...
Search engine optimization (SEO) is all about keywords, relationships and traction. Despite the fact that not all keywords are worth pursuing, for those that are, there is a formula to ...
Have you ever checked Google and your most cherished SEO ranking was missing in action? Even more disturbing, there is some unforeseen new website or several new sites in your ...
Search engine optimization also known as SEO embraces multiple facets. Each facet is holistically integral to the collective aggregate that comprises a website. Through a plethora of tactics, techniques, timing ...
One of the primary objectives of SEO (search engine optimization) is to create structure and manage multiple layers and processes to create an optimal signal for search engines. One of ...
Instead of overselling with pressure sales tactics, unleash the impact of "action words" on your landing pages. When writing for the web, remember to infuse your content with a dash ...
Here are 5 critical SEO tips to keep in mind if you are frustrated, considering giving up or abandoning a keyword or group of keywords while engaging the optimization process. If ...
Out with the Old and In with the New! I know many of us can be stubborn when considering jumping on the band wagon to any new fad, trend or trumped ...
If queried on what the three primary and fundamental SEO ranking factors are for enhancing a website in the SERPs, the response, based on order of importance my reply is ...
Search Engine Marketing SEO or SMO? Who Cares
How to Get SEO, Call to Action and
Using SEO to Target Markets Not Just Keywords
SEO Tips for Getting Back to Page 1
Crucial Search Engine Optimization Tips
Action Words and Conversion
5 SEO Tips to Keep Rankings On Track
Search Engine Optimization