Don’t Guarantee High Conversions

Too many search engine marketers focus only on search engine positioning, and ignore whether or not your Web site is converting visitors into prospective clients. Top positions alone don't determine the success of a Web site you can only know if your SEO/SEM campaign is working if it is generating actual leads or sales.

Even with top rankings in organic results, using search engine optimization (SEO) campaigns can be tricky if your site has a shopping card. I find that because users often do comparison shopping, the number one position is not necessarily the best. You might get several clicks, but not always the final sale. Also, if you are working with Pay Per Click (PPC) it can become very expensive, especially when a site receives thousands of unqualified visitors. Shoppers will add items to a shopping card to learn about taxes, shipping and handling then they will move on to another site to compare prices.

On the other hand, if your Web site works more as a lead generator rather than direct sales, having the first position on an organic search is good for rankings, and great for branding. When a user sees your Web site coming up repeatedly on the top five results when using related search terms, your company name will have better exposure and gain high credibility among users.

According to branding experts the number one position in ads, directory category, and natural search results is the best branding spot. What impacts branding most, however, isn't a top search engine listing, but having a professional Web site designed to reach your target market. Usability (see article ‘User Friendly Web’) and Call to Action also play very strong roles in online branding.

Monitor your own website regularly reevaluate it from a visitors’ point of view and compare it with your competitors’ Web site. Is your site professionally designed? Is it generating prospective clients and sales? Revising your SEO strategy on a regular basis, you may find ways to decrease ad costs and improve your keywords to get a better Return on your Investment (ROI).

Summary: Your SEO campaign should bring you more than just one page visitors. High rankings are great, but they need to have a purpose. Check which campaign will bring you the best ROI, SEO or PPC. Revise your strategy every six months and whenever a search engine partners with another. It can save your company time and money.