I was speaking with a client today who said his previous SEO company asked him for 20 keywords and got his website on the front page of Google for all of them. But he still hadn’t seen his traffic go up, nor seen any leads from the experience. I think this provides a very important lesson about SEO – first you need to understand your business goals and your goals for your website.
Just because you’re on the front page of the search engines for some keywords you think are important doesn’t mean you’ll get more traffic or leads. You don’t know if those keywords are the same as what your potential customers are using. SEO is really an ongoing experiment in finding out how your customers want to find you.
After speaking with the client for awhile longer, he came to the conclusion that he really wanted more leads from his website. In his experience he’s found that he closes 80% of business from people who contact him. Leads are important way to increase his sales and are a good goal for his website. Now we have something to work with – and SEO isn’t the only answer, it should be part of an overall Internet strategy.
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