Jill...from the very beginning....conversions were my focus....my perception of how an SEO campaign was going to make this happen.....is where the difference is.
My perception was....by tripling my traffic by increasing my rankings, I would triple my conversions. If doing this also increased my conversion rate...then...even better....But the thought was....higher rankings results in more conversions, and if the SEO work also increased conversion rate, then it would be "gravy" for lack of a better term.
Your process kind of works the opposite way..where conversions are the number one focus....but the work that is done to increase conversion rate..more than likely will increase rankings (for both common and less common search terms).
So..although it seems we were each on different sides of the ocean....reality is....the strategies we'd use and the ultimate goal for my site was pretty much the same in each our minds....
It is the thought process of the *way* the strategies would ultimately get the results....that is what differed.
So, in summary:
My thoughts: SEO campaign = higher rankings = more traffic = more conversions (and at the same time, probably increasing conversion rates too)
Your thoughts: SEO campaign = more conversions (and at the same time probably increasing rankings too)
But at the end of the day..it is all about converting.
And one thing to note.....my focus on being higher in rankings....is somewhat based on the fact I have had higher rankings in the past. I recently dropped and have noticed the dip in my conversions.
Now, to be fair..you need to sit on my side (or any potential client's side) of the fence...and realize that anyone going to Jill over @ High Rankings for SEO work.... is going to expect higher rankings as part of the services you are going to provide......and will want to use rankings as a judgement for success.
Also....with the focus primarily being conversions....is search engine optimization the correct term for the work you guys do? The work is SEO work..as search rankings and traffic will more than likely improve....but if success of an SEO campaign is not going to be based on search rankings and traffic improving....then shouldn't the service be called SCO (site conversion optimization) or something similar..and not SEO?
This thread has created some good content....which might actually turn into a conversion!