So you’re getting decent traffic, but sales aren’t up. What’s the problem? Columnist Casie Gillette offers suggestions on where to look for answers.
Attend any SEO conference and the conversation around metrics and KPIs inevitably comes up. What should I measure? How do I calculate ROI? How do I prove my value?
These are obviously good questions, and my response is always the same: money.
As digital marketers, we have the ability to track our efforts through tools like analytics, and while perhaps we can’t track every single thing, technology has certainly enabled us to track the majority of what we do online.
The challenge with this is that sometimes we find we don’t like what the data have to say. Sometimes, all of the work we’ve put in doesn’t translate into what matters. Traffic doesn’t translate into money. And that’s a problem.
To be honest, there can be any number of reasons why people are coming to your site but not converting. For example, the site may be slow, the landing page may not be relevant, or perhaps the landing page isn’t optimized for the right part of the buying cycle. But often there’s more to it.
So what do you do when your SEO program is driving traffic but isn’t driving leads? Let’s take a look.
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