A good search engine optimization program can significantly increase your traffic flow and visitors that will generate sales for your business. More importantly, and often overlooked, is that this traffic is quality traffic. How do you define quality?
Many years ago, one definition for quality was, “fulfills the purpose to which it was designed”. That definition is still okay – but probably still a little stilted for what we need in today’s world. If you can define ‘quality traffic’ when it comes to your website then you have a good starting point. Quality of course has to be realistic in its interpretation. There are also many other factors that affect the outcome such as your business model, website factors such as content, call to actions, etc.
If your search engine optimization program focuses on highly relevant keywords and your link building campaign is able to acquire a relevant and quality links, chances are the traffic flow to your website will increase substantially over time.
These visitors are there because the search results suggested you could fulfill their needs. If you can fulfill their needs then you will achieve a high conversion rate. Don’t be fooled into thinking that high conversion rates equate to the quality of the visitor. You can receive good quality visitors who are ready to buy, however, if your site is crappy they won’t stay – you have in effect scared away a quality visitor.
This is where you can find the definition of a quality visitor – ‘a visitor who arrives because there is a presumption that can provide what they are looking for’. Your web pages now need to complete that presumption. Search engine optimization can produce the quality visitors, it cannot complete the sale, lead form, etc.