Search engine optimisation 'should focus on targeted traffic not conversion'

15:00 17th December 2009

When devising a search engine optimisation (SEO) campaign, it is important to bring targeted traffic to a site rather than focusing too much on conversion.

This is according to Search Engine Journal blogger David Harry, who said it is a "misguided" assumption that SEO staff are primarily responsible for turning clicks into cash.

He explained that the primary job of an SEO specialist is to get web surfers onto a site using relevant keywords - and that it is then the job of other marketing professionals to ensure the pages they land on call the consumer into action.

"Most certainly SEO and conversions are related and can play together. As search engine optimisers we need to understand them and tailor targeting strategies accordingly. But our job is to bring targeted traffic," Mr Hardy said.

When devising a list of keywords, it is important that the terms are well targeted, as poorly thought-out words will have a "low threshold of converting".

Meanwhile, tightly-targeted link building and a well-crafted snippet should also be a consideration, he added.

In related news, iNET SEO recently pointed out that social media should also be included in these types of marketing campaigns, stating they can "create a buzz".