SEO can be used for several reasons which largely fall under two umbrella categories, public relations (PR) and conversions. Public relations SEO does not seek to make money, PR SEO has one main goal, rank as high as possible for target keywords. Many of you may be thinking that this inherently will increase conversions, but not necessarily. SEO is more than links, meta data, and robots.txt files. SEO is also about creating enticing body copy, an aesthetically pleasing site design, site navigation, and the overall user experience. PR SEO doesn’t care too much about these elements as the site is not concerned with increasing revenues; the site is only intended to rank well for target keywords. Now let me ask you this, let’s say you have the option of being site #1 and you generate 1k/month in revenue or you have the option to be site #2 (ranked #2) and generate 5k/month, which site would you rather be?
On the other hand we have conversion SEO, that is SEO designed and crafted to make money for your site. This is where data such as top PPC performing keywords comes into play. Conversion SEO looks at how long people visit the site, the most popular pages, overall site design, the user experiences, etc. The whole point behind conversion is SEO is creating a site that converts visitors into customers. Now if you just want to be able to tell people that you rank #1 for “fluffy slippers” then that’s all fine and dandy, but if you actually want to make money from selling “fluffy slippers” then that’s a different story. Companies are too concerned with ranking #1 in search engines for particular terms and most of the time they have no idea why they want to rank, all they know is that they want to be #1.
In my opinion the best SEO approach is one that takes into account both conversions and public relations. You want to show your clients and customers that you are ranking well for your target key terms and that you are able to generate revenue from those rankings. After all, what’s the point of having 1 million visitors if none of them convert into anything when visiting your site?
As someone who has an extensive SEO background and a someone is a partner with some of the best SEOs in the world, I think I should spend a little more time writing about SEO issues, which I may. It’s important to remember though, that SEO is just one aspect of marketing, it’s very important and has a lot of potential, but still, it’s just one aspect of marketing.
Have you had any good or bad experiences with SEO?
Thanks for reading
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