In the world of SEO we have found that conversion and ROI are largely overlooked. Many SEO professionals get so caught up in where keywords rank and the number of links that are being built that they miss the true gauge of a successful SEO campaign. Of course keywords ranking on page one are going to affect the traffic to the site, but what if the majority of this new traffic leaves after a few seconds because they are not compelled to take the next step?
Conversion is a subject that has been tossed around by many, but what is being done to address this? Is it lack of knowledge? Is the topic of conversion treading into web design and the avoidance of wanting to get involved in the actual design of the site?
We feel that there should always be a discussion of what can be done to improve conversion of new site visitors. Because if this is addressed ROI will soon follow. So force the ROI discussion, it may feel uncomfortable, but in the long run the true objective of optimizing will be achieved.
