Optimizing for Conversions

Traffic isn’t enough.  It has to be GOOD traffic.

Often, after an optimization, traffic can actually drop. But if conversions rise, then the optimization was on target.

If optimization occurs though, and there is no increase in conversions, or worse, a drop in conversions, then the optimization was not done correctly.

See, correct optimization has less to do with how well the keywords are used, or where they are used, or how much. It has to do with selecting keywords to begin with which are used by the people who want to BUY the product or service. And that isn’t something that comes from keyword research – it is part reasoning, part understanding the available data. If no data is readily available for analysis, then it may come down to experience and intelligence of the person doing the optimization. In the MicroBusiness arena, prior data or extensive research may not be an option.

You’ll get a clue after about a month. Two months should provide ample evidence to know whether you are on track or not.

Generally, optimization can be tweaked, and any harm undone quickly. The only time that is not true is when you have been slapped by Google. And generally, you will see a rise in traffic before you see a drop if that happens. It may or may not be good traffic though.

The good stuff will lead to an increase in conversions. Optimization, when done right, helps you earn more money. If it does not, then it must be adjusted until it does. That can take some experimentation, especially on a MicroBusiness budget, but after the initial optimization, you should be able to start moving in a positive direction. Never let someone persuade you that you have to wait six months or a year ot see improvements – while it is true it can take that much time to see what the full results may be, you’ll get a clue long before.

If improvements are not visible within 3-4 months, find another pro.