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Do Conversion Rates Trump Google Juice?
Thanks to Neville Hobson (in FIR Podcast #121) for highlighting KDPaine’s post that asks whether “Google Juice” is The ultimate measure of success. Katie thinks it is in 2006. Shel thinks it’s a great way in the door, but it’s not the “ultimate” measure.
For most of my clients, top rankings are huge but at the end of the quarter we need to demonstrate to the company’s leadership how rankings translate into growth for their business. I think the “ultimate” measure of success is the conversion rate for quantifiable actions such as subscriptions, downloads, completed contact leads or sales.
Conversion totals and rates measure online marketing success, site design success and product positioning and more. For example, I recently meet with a prospect that worked with some top SEO advisors to optimize the writing of her website. She achieved success with SEO. By doing it, her retail products site achieved top rankings on a number of very important keywords, but her conversion rates went way down because the implementation of the SEO advice impacted on user experience. The big reason is that the SEO advice was to add lots of keyword optimized content to the home page and other pages of the site. In the process, very little attention was paid to what this strategy was doing to the user’s experience. Sales did increase because of the added traffic. But now this particular prospect is looking to improve the user experience.
The point here is that while top rankings are very valuable for bringing in traffic the site needs to have a strategy to convert those visitors into some kind of business benefit otherwise a top ranking is just a bragging right.
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Filed under: Search Engine Optimization
Posted by Stephen Turcotte on March 22, 2006 1:15 PM | Permalink | Comments (0) | TrackBacks (0)
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