If you're like me, than your weekend just has not been the same. The recent tragedy in Newton, Connecticut has no doubt delivered a major blow to our National psyche. I know we will all treat each other a little nicer this holiday season as we can appreciate now more than ever that there are real enemies in this world, and that obnoxious people standing in line talking loudly on their cell phone may not be one of them. Let's all be a little more patient, and a little less harsh to one another.
Web traffic can be a very bad indicator of your success online. It's not uncommon that our clients' web traffic decreases during the beginning of our relationship. This often concerns our client and encourages our competition to pounce on them with unsolicited SEO "pick-up lines" via email. This is a very good time to educate our clients, competition and now you, about quantitative versus qualitative web traffic.
A friend of mine owns a jewelry store on the Wildwood, NJ boardwalk. At one time, she put all of her cheapest items in front of her store where passerbys could walk by and make a decision whether to enter or not. If you took a look at her store, the place was always packed. She had some very cool stuff displayed, and so people naturally came in mass. The problem was the items displayed were about 75% cheaper (in price and value) than the items she primarily sold. She was getting tons of visitors who were young in age and light in purse, when she really needed to attract women who know who were wearing a sundress and had kids in grade school.
Why Web Traffic is Bad
Web traffic can be a marketing red herring that will give you a faulty view website impressions. The bottom line is you need to measure your website's success by your conversion rate, and not your traffic.
The measurement we use to determine SEO (search engine optimization) marketing success is a computation of how many people visit our client's website divided by how many their website has subsequently established a relationship with (user subscribed to newsletter, filled out quote form, joined a social media site, etc.). I call this the Content Utility Indicator (CUI). I judge our success by how small we can keep the CUI, historically. If it is too big (within our prescribed standard deviation), we aren't appealing enough to our client's target. If it is comparatively small, than we are on the mark. Monitoring your CUI is what is going to give you a reliable figure as to how well your SEO marketing is targeting your most viable market. The goal is to laterally increase the size of your site traffic and CUI, respectively, over time. The goal is never to get as many people as possible to your site and hope they happen to need your product.
Having a lot of web traffic can be like inviting insincere people to the unveiling of your rhinoplasty; they will make you feel good about what you've done, but you will never know the truth of how effective your efforts really are. Focus on impression-to-relationship conversions to determine your SEO marketing success. Everything else is superficial contact.
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