More website hits does NOT necessarily mean more customers!

Are you wasting your very valuable time learning search engine optimisation (SEO) techniques to get clicks, but missing the whole point in the process?

From the feedback I have received, and seminars observed, there seems to be a new but rather misplaced priority for business owners. The trend seems to be about learning SEO, in the hope of attracting many new visitors to their websites. But could this be an almost complete waste of time?

This thing about learning SEO is only one-third of the story, yet people are getting right into the thought of it. They are eagerly learning like it's the be-all-&-end-all of their business strategy. But how many of you started a business in say, engineering, but did so with the intention of becoming an SEO expert!?  I assume none.  And don't be fooled into thinking this is the natural evolution of the modern business-owner, and/or that your sense of responsibility, professional diligence or basic opportunity-seeking means you must learn all there is to know about SEO!

More web traffic is just not enough!

I have encountered many business owners and entrepreneurs ranting on about SEO, and their latest nugget of information, gleaned in one of many wasted hours of research. Offices and events are filled with people browsing sites and online resources to get the latest tidbit (even though most don't even know how to implement their findings).  I have also seen some of the websites they are trying to attract surfers to...oh man!  They are spending a disproportionate amount of time on this subject that could, should, be better spent in a dozen other places with better results.  One chap I spoke with has attended no less than five seminars, and spent 'almost two-weeks solid' learning about SEO! Their area of expertise? exhibition displays (not SEO notably).

I asked him, could he estimate what he could have achieved with that same time and outlay, by pro-actively contacting his existing clients, a good mail-shot, perhaps some well placed marketing or PR, re-visiting previous enquiries that were not converted to sales, exploring joint-ventures and other opportunities etc.  The salesman in him could not help but admit he could have 'probably racked up a load of business'. Instead, he has spent weeks - and will waste even more - getting the engines to review and rank a website (on some rather questionable criteria and advice, I might add) that even if surfers chose to visit it, would probably not make contact anyway because it's basically very poor. (No I won't be revealing the URL and no we didn't write the site!).

More web traffic is just not enough!

SEO is really all focused on new (potential?) customer Attainment. But I would venture it's essentially pointless unless you can Convert , and then Retain these customers. What's the point of someone clicking on and off your website that you'll never know about, or hear from?  And if you retain your clients well, you won't be out there constantly looking for new ones.  New customers are expensive to get, harder work to converts, more risky to deliver for - and always more time-consuming.

SEO is a strategic decision, and as such should be approached at a company-wide level. In fact, it should be the LAST step in getting your house in order, getting your sales process ready, preparing your staff, focusing your services or product offerings, and based on on proper research. Best say that again - PROPER research (not what you think a competitor is doing, because that may not be working either). Then make sure your website is the best, most accurate, client-focused representation of who you are and what you are offering your visitors and potential clients in relation to that research. Then, and only then, get professional help to perform your SEO.

Whilst that's being done, get on with your job! Don't rely on Google or any single resource to give you your customers. If Google stopped tomorrow, how would you get clients? How did you attract, convert and retain your clients before SEO or the Internet? Do those things!!  Don't sit on courses all day or browse SEO websites. Don't abandon the common principles being in business and serving your clients. Then, if your SEO delivers a stream of new enquiries, that's a fantastic bonus you can happily enjoy. But if if doesn't, or in the meantime, you are maintaining and developing a solid customer base. 

I mean, someone has to pay for the SEO work don't they!

So that's why clicks are just not enough! You have to Convert and then Retain to make it even worth starting with SEO. Metaphorically speaking, no matter how enticing your campaign to get people to your 'shop window', if the store is badly laid out, unrealistically priced, out of date, boring, missing the point or just generally not addressing the immediate need of the visitor - they will still walk.

You have been warned!