What is that we know about the SEO industry? We know that things are always changing in the industry and we know that what was done yesterday might not be what is done today leaving us to understand clearly that the industry is always evolving. The changes in the industry also dictate how search engine optimization is conducted and laid out.
Search engine optimization is an effort that is stuck in a very deep gray space and almost everything you do online can be an extension of your optimization efforts. Many search engine marketing efforts overlap each other on a continuous basis. Things like pay per click marketing and social media have a strong overlap with how your SEO efforts pan out.
Sure by definition the process of search engine optimization is the process of attracting inbound traffic but as time moves on is that definition changing? You can ask yourself if search engine optimization is simply the process of bringing qualified eyeballs to the game then where do website conversions fall into the picture? Is it up the SEO to make sure the traffic converts? If your product or service is not wanted than how can it be the search engine optimization professionals fault for slow sales if the traffic is clearly proven?
The reality is that people want more for their money and even though website conversion metrics are often times out of the scope of the initial onsite SEO it is something that has to be done because many clients do not even understand the difference. As the saying goes, you can lead a horse to water but you can’t make him drink, however, as a search marketing professional who has personally optimized hundreds of websites I know that added value is a very important aspect of search engine optimization and sometimes you do have to make that horse drink. If you don’t go the extra mile someone else will.
Look at it this way, if your clients website does not convert you are the first person they will look at. Clients except positive activity on their website from their new found traffic and any extra help you can provide to help facilitate that transaction will allow you to hold onto that client that much longer.