By Jordan McCollum
Sad, but true: our industry is pointless. But donâ€™t go and trash your beautiful keyword research (or worse, kill this browser window!). Of course SEO has a purpose. Simply stated, the purpose of â€œpure” SEO is to generate more qualified traffic to a website. And thatâ€™s goodâ€”more is better. Right?
Not always. Sometimes, more is just more.
How can you tell if your SEO is pointless? Hereâ€™s an example: Jim Bobâ€™s Weddings-and-Webdings contracted with an SEO company. Six months into the contract, Jim Bob is forwarded a disturbing article that claims â€œSEO is Pointless.” He calls his SEO for the conversion rate, as suggested in the article. After some prying, Jim Bob finally gets a breakdown:
Pre optimization: 335 unique visitors/month 5 conversions/month
Post optimization: 9500 unique visitors/month 50 conversions/month