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Traffic And Rankings
Posted 20 October 2008 - 01:44 AM
Posted 20 October 2008 - 06:51 AM
The real metric to watch is Conversions.
Can rankings loss on your major phrases adversely effect both traffic and conversions? Yes, it certainly can. Which is why rankings are an important part of the mix. However it's phrase dependent. Because some phrases that look like good ones to pursue because of the amount of traffic they can deliver may also be phrases where searchers don't convert. The phrase can even be 100% relevant to what you do, but are simply too general in the grand scheme of things to do you a lot of good on the conversions side of things.
Yes the above is an odd concept, but I've seen it time and time again. This is why it's important analyze your stats, with Conversions being your most important metric. It can give you a whole different view of which phrases are your most important phrases.
Then there's the heavy reliance too many place on organic search traffic. In a perfect world an e-commerce web site should be a sales portal. As such it should get traffic from multiple channels while delivering your marketing message. These channels should include organic search, but should also include referrals from other sites where the users in your target audience (Perfect Customers in Randy-speak), offline advertisements that point users to your site, email marketing, online and offline paid advertising, etc, etc.
In a perfect world organic search traffic should make up only half or less of the traffic your site receives. Anything over 50% means you're relying too much on free traffic from the search engines, which isn't a sound business model.
Posted 20 October 2008 - 10:13 AM
Posted 20 October 2008 - 08:06 PM
Or simply a client that needs to be educated.
Posted 21 October 2008 - 08:40 AM
Maybe that means the paid-ad, monthly-rate business model has run its course, and should be replaced with PPC ad sales. I suspect even that wouldn't satisfy some of these advertisers, though; they're really attached to the prestige (or something) of advertising on a page-one site.
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