Tuesday, October 14th, 2008...5:44 pm
Traffic does not equal business
I have worked with many clients over the years that seem obsessed with getting a high ranking on what turns out to be their pet keywords. They want the thrill of seeing their website rank high whenever they search for that term.
Although that may bring them lots of traffic, if their marketing and conversion message does not apply to those keywords, they are getting a lot of window shoppers and making no money. And unless we are not for profit businesses, we want the money.
Worse yet, many webmasters choose terms well know in the industry, but by few outsiders. So they end up attracting their competitors. Of course many competitors are just as clueless as the web masters themselves and steal the same idea to the same disastrous results. Sheep.
For whatever keywords you decide you want to rank high for, just make sure that your pages contain those words and that using those words causes a customer to click a link or fill out a form, whatever leads you to leads and more business.
3 Comments
October 16th, 2008 at 11:21 am
ON the surface this makes sense Mark, but could you expand on this a little bit for me? I don’t understand what you mean by this:
‘Although that may bring them lots of traffic, if their marketing and conversion message does not apply to those keywords, they are getting a lot of window shoppers and making no money.’
October 20th, 2008 at 4:56 pm
For instance, if you optimize your site for weight loss, you will get customers looking for answers, help, products, forums, local clubs, etc. But if all you sell is a diet pill, most will bounce off your site quickly. If you optimize your site for weight loss pills, then the searcher will know what they want and that you have it. That is what the metric of bounce rate will tell you – how relevant is your message to searchers.
October 23rd, 2008 at 2:56 am
OK, so what does tell you? What is the metric of my bounce rate to you? Does my website conform to this?
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