You can’t make pigs fly

Website owners often think they can boost their sales by hiring a search engine optimisation expert to get them more traffic.

While more traffic is always good, you need to bear in mind the advice of Bruce Clay, who is regarded as the world’s leading expert in search engine optimisation.

To quote Bruce: “It is not the job of search engine optimisation to make a pig fly. It is the job of the SEO to genetically re-engineer the website so that it becomes an eagle.”

In other words, it’s a waste of money sending more traffic to a website if the site doesn’t work effectively to convert those visitors into sales.

It’s far better to invest money first to transform your website into an eagle… so it really flies.

It’s much easier to double your business by doubling your conversion rate than by doubling your traffic

To quote another top marketer: “Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes”

Most New Zealand websites are full of holes. The priority is to get these plugged (or in some cases it’s better to build a new bucket).

If you’re serious about selling online, you do need to work on search engine optimisation too. But that should come AFTER you’ve got your website converting at the best rate possible. And bear in mind, SEO (done correctly) is expensive. It’s easier and cheaper to double your conversion rate than to double your traffic.