If you’re a developer, you probably know how to optimize a site for search referrals. If you’re a site operator, you probably know where Google ranks in your traffic referrer list and what key search phrases are commonly being used. And, if you’re especially in tune with your business, you really don’t care about these stats, unless, of course, you’re converting that traffic directly into revenue.
The true goal of your search engine optimization (SEO) efforts shouldn’t be to increase visits, it should be to increase leads. Plug into your efforts long enough, and you’ll begin to realize that they [visits and leads] aren’t directly related.
A few years ago, we made a choice to re-optimize our corporate site, electricpulp.com, to all but ignore our most common search terms (sioux falls web site designers.) And as you might expect, we perform very poorly in an organic search for that phrase today.
Why? Well, we found that while we could locate ourselves very respectively in that search, we didn’t need Google to put us in touch with local clients – name recognition in our fare city isn’t a problem for us. We also found that clients looking for strategic web partnerships with more mature firms don’t search for web designers.
That was a change that decreased traffic (from that channel.)
The phrase we targeted instead was “Interactive Agency.” And while we likely get fewer queries on the phrase, these leads are far more qualified in terms of scale and fit for [ep].
That was a change that increased qualified leads (from that channel.)
The point of this post isn’t to suggest that optimizing your [development] company website to use Interactive Agency rather than web designer will land you better leads. I’m suggesting instead that you try to match your SEO efforts more directly to the services you provide rather than the common phrases to inflate your traffic. Not sure what search terms most closely match your service offerings? Ask your clients (your favorite clients.)
Once you know, adjust your site title, your site copy, and your inbound links where appropriate (see above.) You might see an initial decrease in search referrals, but if you nail your terms, you’ll also notice a big leap in the right leads.
Note: we’ve actually begun to move away from the search phase used in my example, but for several years that phrase landed us in the number two or three position at Google for the query. When you find the right phrase, hit it hard.
3 Responses to “Optimizing your site for less traffic”
Optimizing for less traffic, or better traffic?
Both, if you’re only talking about unqualified volume. Ever tried to eat a game hen whole?
“Hi” to the family.
Once, in college.