Too much traffic? Too many clues? Try search engine optimization.

Yes, you read it right. My company recently performed extensive search engine optimization on a client’s website, and the results were shocking. Within a month, organic search traffic dropped by more than 60%. Inbound leads for organic search dropped by more than 50%. Customers are very excited about the results.

So when is the less organic search traffic the better? When are the fewer clues for organic traffic, the better?

When the website attracts the wrong type of traffic, the less traffic from organic search traffic, the better; when the website attracts the wrong type of traffic, the fewer leads the better.

In order to give you some background knowledge, this particular client provides the services of a highly specialized B2B company. The company’s reputation and service quality make every business highly valuable. They are major players in an industry that they actually invented. However, their previous search engine optimization company did not consider these very important factors when optimizing the website.

This company obviously comes from the “traffic at any cost” school of search engine optimization. They never ask customers the questions you expect from a real business partner, including the most basic questions, such as “Who is your target market?” ?” They are not a marketing partner-they are a traffic delivery mechanism. They are not actively involved in the success of their customers, because for them, increasing organic search traffic is the only measure of success.

They certainly do not lack technical skills-they can provide quality rankings for competitive keywords. And this method is not suspicious, because all the technologies are in the service of all major search engines. So, what is the reason for the customer’s complaint?

It turns out that they have a lot of legal complaints. Although rankings and organic search traffic have risen, sales have fallen. In addition, the clue of the web form came, the phone rang, but nothing closed. Sales staff spent a lot of time following clues that were frankly rubbish. As the sales staff received continuous orders following inbound clues, the external search business came to a halt, and these orders must be very sufficient.

After a simple analysis, the source of the problem became clear quickly. The previous search engine optimization company, with its “traffic overwhelming” mentality, turned the site into a magnet, attracting do-it-yourself people, small companies or individuals with very low budgets, and visitors seeking free advice.

In order to get the most organized search traffic possible, this previous search engine optimization company made a mistake in the most basic part of this activity-keyword selection. Instead of carefully choosing keywords that are suitable for high-end customers who are accustomed to attracting customers, they successfully (in the sense of their high rankings) use modifiers such as “free”, “suggestion” and “ideas” to target key phrases. All these keywords are very popular, all these keywords are difficult to get a high ranking, and all these keywords should not be used in the election.

When you optimize for low-quality phrases (“low-quality” obviously means different things, depending on the company’s goals), you will get low-quality organic search traffic in return. When low-quality traffic submits a form lead from a website, it is reasonable to believe that the potential customer itself may also be of low quality. Of course, this is exactly what happened to our customers.

After our analysis, we revealed to our customers that there are fundamental flaws in this sport. They were not happy to hear the news, but it did match their experience. We also told them very frankly that moving forward, we will emphasize the quality of traffic rather than quantity, and from this, we deduce that quality is ahead of quantity. They quickly became convinced that organic search traffic was not the most important metric in search engine optimization activities, and were excited about a new method based on return on investment.

Fortunately, we did not lose all of the work from the previous company. They laid a solid foundation in tactics, allowing us to re-adjust the key phrases and achieve results in a short period of time.

Our search success rate has dropped significantly by 60%, and the number of search engine visits has also been reduced by half. The quality of potential customers has greatly offset the slowdown in potential customer growth-many potential customers are from Fortune 500 companies, and their customers are accustomed to working with these companies. In the past, visitors from these ideal companies were turned away by keyword modifiers such as “free”-they were serious people, they looked for serious solutions, and they realized that what they needed would not be It’s free.

For too many people, including practitioners, search engine optimization has a very strict meaning-to obtain rankings and traffic from relevant keywords. Before more companies realize that search engine optimization is a marketing tool that needs to be judged and evaluated, there will be countless examples showing that those who are committed to search engine optimization think it is a great success, but those who have to deal with it People who have consequences see it as a failure. (C) 2011 mid-blue.

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