Figure 13-3. This homepage tries to capture qualified leads immediately.
Every SEO campaign should be complemented by an equally detailed plan on leveraging
the new traffic into conversions. Sometimes this means capturing information, other times
it means driving people right to the online store for direct sales. Part of SEO metrics is
finding out the ratio of visitors to conversions, and how much each conversion costs versus
how much one is worth.
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
294
Regular review and analysis
SEO strategy is not like a refrigerator??”it doesn??™t get turned on to work without maintenance
for the next ten years. Because search engines are being constantly tweaked
(Google, for instance, changes its algorithm several times a week10), campaigns have to be
closely monitored. Sites that formerly ranked in the first page of results can completely
disappear from the search engine indexes without warning. Similarly, a page struggling to
crack the top 30 might find itself suddenly sitting pretty at number 5??”not from anything
the developer did, but because the search engine??™s labyrinthine ordering calculations
underwent a change that affected that particular site??™s ranking.
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