SEO is not about generating "Traffic"
One of the problems in the digital marketing world today with some junior and surprise to see some of the senior folks are using an outdated playbook – especially when it comes to SEO.
One of the essential concepts that knowledgeable marketers need to understand.
Traffic from SEO itself is not the goal. The goal is to have traffic that converts into customers.
Don’t waste your time creating and promoting content that doesn’t attract the right type of readers to your site.
Instead, make sure you’re focusing on driving search engine traffic that is interested in your products.
I respect the amount of time and strategies which you implement to getter in terms of ranking etc.,
Just step back and think through
I strongly feel self-evaluation is needed here.
Your next step is to take a hard look at your current content. Here’s a simple exercise:
On your spreadsheet, add a column beside the title or URL. Go through your pieces of content, one by one, and label each with the type(s) of people who would be most interested in that post. (Put yourself in the shoes of a customer before doing this)
Highlight rows in your favourite colour, where content fits the type of people interested in your product (from the step before). A glance at the end will tell you where you stand.
Can you retrieve any non-targeted content? Hopefully, you’ll have a lot of your favourite colour, but you might not. You might find that most content is probably read by people who won’t make it through your sales funnel.
Should you delete that content or leave it alone?
You could do either, but that would be a real shame if that content is already generating traffic.
Don’t limit your SEO strategy just for “Traffic.”
There’s always an opportunity to generate 100s, 10000s of search visitors per month and that there are still more keywords to target.
But here’s the thing: if you want to succeed, you need to forget some of the vanity numbers, such as traffic, and look at the quality of traffic – and conversions – instead.
Think from the business owners perspective, Which would you prefer to have?
- 10,000 search visitors, 500 of them targeted, 100 people purchased your product or
- 1,00,000 search visitors, 500 of them non targeted, 10 people purchased your product.
The first website will perform better every single time if you increase the traffic by 10% every month.
What about the second? You might legitimately run out, or run low, on keywords to target (other than very long-tail ones).
What then? That’s when you put your marketing understanding to the test.
I always tell some of the SEO folks – We can generate traffic even by targeting keywords like Sunny Leone, Mia Khalifa and South Indian’s favourite “Shakila” but is that relevant to my business is the question which you’ve to ask yourself.
Conclusion:
One of the essential concepts that knowledgeable marketers need to understand. Traffic from SEO itself is not the goal. The goal is to have traffic that converts into customers.
Don’t waste your time creating and promoting content that doesn’t attract the right type of readers to your site.
Also, keep on the traffic, which is helping you to deliver critical business numbers. (In case if you are not a news website)
Instead, make sure you’re focusing on driving search engine traffic that is interested in your products.
Check Niel Patel’s The 10 Most Important SEO Tips