Web Traffic Is Through The Roof, So Where Are All The Customers?
Michael Field
| B2B | Invisible Buying Committee?? | Family Business | HubSpot | Marketing | Strategy Snapshots?? | Agriculture | Architecture | Building | Construction | Distribution | Engineering | Manufacturing | Mining |
Many digital marketing organisations offer search engine optimisation (SEO) and search engine marketing (SEM) packages, promising businesses the 'front page' of Google.
The term 'front page' is misleading as there is not a single 'front page' to Google like a newspaper. Even the old newspapers had multiple editions throughout the day, as the news was regularly updated.
It is also not like the front row of an aeroplane where you pay the premium, and your first class seat is guaranteed for the duration of the flight.
The front page of Google is much more dynamic and entirely dependent on the user, location, device, search terms, history, AdWord bids, competition etc.
But this isn't a post about how to get on the 'front page' of Google. It's about how to recognise the difference between quality traffic and junk traffic. More traffic does not necessarily mean more business.
Unless your sudden spike in new visitors is from qualified potential prospects, it's probably a waste of money. For example if your market is primarily in Australia, servicing a defined industry sector, increased website visitors from questionable social media accounts or users from foreign markets are unlikely to generate real sales.
The problem is compounded when an increasing number of unqualified visitors, from non-prospective markets spend less and less time (high bounce rate) on your site, negatively impacting site statistics and rankings.
Want to learn more about digital marketing for your B2B business? Feel free to connect.
I help Aussie conveyancing firms grow with reliable and effective digital marketing and sales strategies.
7 年Agreed!! Understanding the intent of a searchers query is vital! It never ceases to amaze me when business owners buy in to the “we will get you 1st Page on google” pitch. Business owners should start asking themselves “do we provide the best answer for a particular search query anywhere on the web?” If they invested in this query, the web, and their business would all benefit!