Read the original post published on the iCrossing Great Finds Blog on April 18, 2012.
For most CMOs, acquiring new customers and achieving sales are the primary goals of digital marketing and an important focus of their corporate websites – but it’s not always easy to convert Web traffic to sales. Marketers typically optimize their websites to increase natural search rankings and, therefore, traffic. However, a more advanced (and increasingly popular) approach to search engine optimization (SEO) is to increase natural search sales from website traffic. Following are some basic tips for using SEO to increase online customers, improve online sales, and to build a connected brand.
1. Ensure That Your Tracking Method Is Accurate
Before you begin any sort of conversion optimization, make sure that you have a solid way to track sales. Double check your sales funnels, and if you track contacts and leads through phone calls or emails, confirm that those contact details are accurate. Without this knowledge, your SEO sales may be counted as something else or lost entirely.