The goal of any online marketing campaign is not to gain a
better grip on the search engines or place the website into the upper listings
of search results. Although these are the results of a successful marketing media strategy they in fact
are side effects of the actual goal of SEO work. No, the real purpose of search
optimization is to produce increases in traffic from unique visitors and
generate conversions of people that browse a website into people that purchase
from that website. The fact that a website rises through the Search Engine
Results Page(s) (SERPs) is a byproduct of a campaign that is designed to
deliver a Return on Investment (ROI) for any business owner that is working
with a skilled SEO professional.
Page placement may be
important to some people but for the marketers that are working on building an
online reputation the goal must always focus on delivering a high return on
investment. First and foremost the work of any optimization campaign must
deliver targeted leads to a business that is performing SEO for their website.
While the positioning of the site in the search engines is affected by the work
of link building and contributes to the page ranking of the site the more
important aspect of any campaign should always be to the revenue that is being
earned as a result of an optimization campaign.
All too often SEO companies
focus on the delivery of where their client's site ends up in the search engine
results pages instead of developing campaigns that turn site visitors into
buyers. The work of Internet marketing involves a number of strategies that
include social media marketing, site optimization and pay-per-click advertising.
Nowadays social content is just as important as optimization when it comes to
establishing a brand and developing an online reputation but underneath all of
the strategies and tactics that add to the popularity of the website must be a
reason that consumers should spend their money.
Internet marketing is
designed to deliver increased traffic to a website, but the unique visitors
that are being delivered by the search engines must be converted from qualified
targeted leads that may be casually browsing the site to buyers that are
spending their money. Even when a website is not set up for ecommerce
transactions the conversions of qualified leads are the real reason anyone
hires an online marketing firm to provide SEO services. Presenting a call to
action that requires visitors to do something that entices them to open their
wallets is what an effective and measurable marketing campaign is all about. By
focusing on the bottom line of what will more than cover the costs of any marketing media strategy business
owners that are looking for search engine optimization and link building can
find the professionals that will deliver a return on investment that exceeds
anything they are spending on their internet marketing budget.
