In a meeting with our SEO team recently I got frustrated with all the SEO talk about generating more traffic to our various client sites. You have probably been there. "Do this, and we will get more traffic!" I say, traffic, smaffic! Who cares about more traffic? What we really want is more customers and, true to the old adage, sometimes more is less. The outcome of SEO is not more traffic…..but more orders and, especially important, more new customers. Increasing the volume of traffic does not necessary mean you will be increasing the volume of orders and new customers. In fact, I have actually seen the opposite happen in some cases. Hordes of less than qualified site visitors are about the same as hordes of people in a retail store. The masses can mislead the retailer and sometimes their very presence can turn off qualified, targeted new customers. Think of how such unqualified visitors might pollute your web analytics, skew your product ratings and customer comments and negatively spike your abandon rates and email response rates. So, you don't want just more visitors in your online store, you want only those qualified to make a purchase and start out on that wonderful customer relationship path we call lifetime value. Lifetime value. Yes, that is the yellow brick road of multi-channel marketing that will take us to OZ and our sites should only let in those prospects who have the potential to develop lasting profitable relationships. Saying "more traffic" is analogous to saying "more mailings" except it is easier because of the lower costs involved. It is no more valuable. Wasted, irrelevant traffic is just like wasted irrelevant mailings. Focus your SEO efforts on those long tail key words and phrases that will bring in just the right customer to buy your product(s) and leave the volumes of traffic for I95!
Terence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at firstname.lastname@example.org or (954) 383-5221 (direct line).Terence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fla., that services B2B catalog company clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at tjukes @ b2bdmi.com or (954) 383-5221
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