Why it’s Wrong to Focus on SEO Alone

I’m often asked, by customers with websites, if I can do some optimization to increase the traffic they are getting from search engines because they are not receiving enquiries from the site.

I can always make changes that will increase traffic from search engines. But in many cases, this would be a complete waste of my clients’ time.

Generating enquiries from a website that lead to new business involves two things. Firstly, persuading people to come to it, from search engines. In other words, increasing the number of visitors to it. There are many factors that can be adjusted to achieve this aim. This process is known as Search Engine Optimization, or SEO. SEO can be time consuming and consequently expensive.

But simply getting more visitors to a website is not enough. So, the second thing to be done to increase, what we call, the conversion rate. The conversion rate is the ratio of the number of visitors to the site to the number of those visitors who take action – make an enquiry for example. Increasing the conversion rate involves work to the structure and content of a website. This process is known as Conversion Rate Optimization (CRO).

SEO and CRO are separate activities, but you can’t just focus on one without the other. Take the following examples.

If the conversion rate is zero, in other words none of the visitors to the site are being converted to leads, then increasing the number of visitors will not increase the number of leads. Two multiplied be zero is still zero, right? So, any SEO works done will be a complete waste of money.

The same works in the other way round. If the site is getting zero traffic, then increasing the conversion rate with CRO work will be a waste of money.

Bothe processes are as important as each other. Sadly, it’s often the CRO that gets neglected.

Always bear in mind 2 x 0 = 0.


Submit a Comment

Your email address will not be published.

Written by
Mike Brogan
Mike is a website developer specializiing in website design, online marketing, ecommerce design, and consutancy. He has developed website for clients for over 20 years.

Related Posts

How Do Websites Work?

How Do Websites Work?

Have you ever wondered how websites work? This is the first in a series of posts aimed at explaining what's involved in designing, building, and running a website. These posts are aimed at people who want to have a website developed. They want to understand the basics...

Five Myths About Selling Online

Five Myths About Selling Online

Businesses that were smart and had already started to sell online through an eCommerce website before the lockdowns, were able to offset some of their losses by continuing to trade online.

White Label Website Services

White Label Website Services

This article explains what white label website services are and how, as a professional who deals directly with business clients, you can benefit from these services. The Problem Let’s assume that you are a business consultant. You troubleshoot businesses that have...

Website Design – Facts and Fiction

Website Design – Facts and Fiction

You've decided that you need a website for your business, or you've already got one that's looking decidedly long in the tooth. You  approach a web designer who tells you his company will design the coolest-looking site you could get. It will cost, or course, but it...

I hope you enjoy reading this blog post.

If you want me to design a website for you or help you with internet marketing, click here.

Can Customers Find Your Website?

Download Mike’s “30 Website & SEO Tips” for free.

Web Design Secrets Revealed

Take your website design skills to the next level to steal a march on your competition and make your website a success.