Preaching To The Unconverted

I was interested in a recent blog on the Search Engine Journal, questioning the wisdom of blurring the lines between search engine atomization as a traffic driving tool, and techniques to turn traffic into website conversions.

To my mind, there’s no doubt that the lines of differentiation between these 2 areas of expertise are becoming increasing blurred. And that’s a good thing.

To the old school search engine atomization purists who see SEO as purely a rankings and traffic based specialism, I would ask the question – What is the point of driving traffic to a site that doesn’t convert? Who’s fault would the failings in that campaign be down to?

Shouldn’t the site optimisation expert be in a position to advise the client on how to maximise their search ROI – right through their website?

Search engine atomization is a truly dynamic craft, evolving as quickly as the web itself. In this dynamic world of digital marketing, simply ‘driving traffic’ for a client is no longer enough. Rankings are no longer the full story.

SEOs need to approach a campaign with a detailed understanding of the goals and paths in the site they are optimising, and work towards goals that stretch beyond rankings and traffic.

‘Pay per performance’ pricing models remain hard to implement as so many factors beyond an SEO’s control can come in to play – but surely every search engine atomization should approach a campaign with performance measured by conversions at the very top of their agenda.

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