Traffic Or Sales?

The question that motivates this article is an old dichotomy that you lose sleep over a specialist in SEO and SEM. The reality is that SEM specialists and clients speak different languages. Who makes the optimization of the site is usually as a goal to raise the flow of traffic, and your greatest desire is usually to achieve one or two positions up PageRank. But who hires the services of a SEO specialist has two objectives in mind, which is really only one: make the site self-financing, ie, not a deficit, and to increase sales, both online and offline ( if it has an offline sales channel). Obviously, in this circumstance there is a kind of virtuous circle: if I can get more sales, I generated more money enters the site and the site pays for itself, and lets me win.

SEO doers must banish from their minds the idea of wanting to be everything to everybody, that is, the utopia that consumers will find everything on the site. It is impossible to find everything in one place. Imagine a very concrete example. One site sells musical instruments online. It is perfect for customers looking for electric guitars. It's also perfect for those looking for Fender electric guitars. But if we speak of a user who wants the SG Special 1954 Replica using Joe Perry, guitarist for Aerosmith, we're in trouble there. Everything for everyone, even within a specific niche, it is impossible.

So when we talk about trafficking, we must be clear what is the maximum, this particular site, that of our client, can aspire. We must also have realistic expectations about what is the maximum PageRank that this website can have, or the highest position that Alexa can claim.

So with all these elements on the table, what is the priority for the SEO specialist must be: traffic or sales? The reality is that most customers do not so impressed when your SEO specialist told "We have since risen from 568,987 in the Alexa ranking to 325,854" as they see your PayPal balance, swollen by recent successful online sales . Talking about these issues is important when making a new contract. Otherwise, the situation becomes a Tower of Babel, where everyone speaks different languages, and we know how it ended the Tower of Babel.