SEO Traffic: A Reminder

Credit: Paul Couture

Credit: Paul Couture

Full Disclosure: I’m a professional SEO who has a heavily vested interest in companies investing in, well, SEO so that I can carve out my own little slice of the American Dream.

Okay, now that I got that out of the way, let me get to the point as quickly as possible: SEO represents the most targeted source of traffic online.

Why? Well, because search engines send you users who are (1) already interested in your products or services, and (2) they’re already looking to buy. In other words, they are already one step down the conversion funnel. You don’t have to convince them to buy. You just have to convince them to buy from you, and if you’ve done your job, they’re already on your website.

Social traffic is great for brand visibility, but not so much for driving sales. I mean, sure, you can target people by interests and social graph and all other kinds of creepy data sets. But when people log on to Facebook or Twitter, they’re there to hangout and talk sh*t. They’re not there go shopping.

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Even if you use a killer piece of content to drive them back to your site, there’s no guarantee that they’re in the mood to make a purchasing decision, or even in the market for whatever it is you’re trying to sell them. In fact, they’re probably not even going to look at your products or service pages. They’re just gonna consume your content, share it (which is great), and then move on.

With search engines, though, you can get in front of users who are actively shopping around, and when you do, its your products or service pages that they’re looking at.

Of course, there are some inconvenient truths about SEO, like how it’s not a quick fix. In fact, it’s something you have to actually invest in over time. You’re going to need to do things like create killer content and build an ongoing keyword narrative.

But the investment is going to be worth it. That is, of course, as long as you’re selling something that actually offers value and you’re not a complete jerk to your customers.

But, seriously, think about it. If you don’t believe me, just dive in to your Google Analytics and compare the average conversion rate of your organic search traffic with your other traffic sources. The numbers don’t lie

This entry was posted in SEO and tagged , , on by .

About CT Moore

CT Moore is the founder of Socialed Inc., an inbound marketing consultancy that specializes in SEO and Content Strategy. Over the last decade, CT has managed SEO, social media, and content marketing campaigns from both the agency and client side, for both start-ups and multinational brands alike. His writing has been featured in dozens of publications and blogs, and he’s spoken at conferences throughout Canada, the US, and Europe. You can stalk CT and learn more about him through his personal blog, Twitter, or LinkedIn profile.

2 thoughts on “SEO Traffic: A Reminder

  1. Beth Thouin

    So true about Facebook not being a sales channel! I always loved this analogy: trying to make a sale on Facebook is like trying to sell encyclopedias in a bar 😛

    Reply
  2. MJH

    Just to add some data to the discussion:

    “Social media and SEO each contribute 14% of marketers’ total pipeline in 2013. According
    to marketers, SEO and social media also lead in sales conversions, netting 15% and 13%
    above average conversion rates in 2013, respectively, while accounting for a combined
    23% of all inbound budgets. An additional 21% of marketers report that social media has
    become more important to their company over the past six months.

    Facebook leads social media customer sources, with 52% of all marketers sourcing a lead
    from Facebook in 2013 and 74% saying Facebook is important to their lead generation
    strategies.” (http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf?t=1366805568000)

    The vast majority of conversion rates via organic traffic fell in the 1%-5% range in 2011. (http://www.marketingexperiments.com/blog/marketing-insights/average-conversion-rates.html)

    In 2011, Facebook advertising performance was best for consumer goods and retail industry campaigns, with conversion rates of 58% and 49% respectively. (http://www.marketingcharts.com/wp/online/facebook-ad-conversion-rates-best-for-consumer-goods-industry-21741/)

    Reply

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