What is the goal of any website? In the world of SEO, the goal is always to draw visitors to your site; to increase website traffic substantially. In fact, when it comes to SEO, the return on investment is generally measured by web traffic. But – truly successful SEO – should ultimately be measured by conversion rates; the number of people who not only find their way to your site but eventually purchase your product or service. Conversion, while it is the most ultimate goal, is not something that is talked about at length when it comes to search engine optimization. Rather, the focus is on page rank and driving traffic. Those who thrive, however, always, always keep conversion in mind.
How? This works because those in charge of SEO practices understand that online marketing serves two masters. One is the search engines obviously. We want to make sure that everything that we do gets us noticed by the search engines and ultimately moves our page rank to a better position so that we are noticed by our intended audience.
The other part of that, of course, is making sure that when this audience finds their way to your site that they stay there; and ultimately they make a purchase or engage your services. And this is accomplished by making sure that your website visitor is met with information that they need and want. So keep your end user in mind when undertaking any SEO project and make sure that the website content not only contains the appropriate keywords to maximize page rank but also speaks – in human, non-SEO terms – to your audience by giving them information, entertainment, and value for their visit.