The Big Picture

The Big Picture

Targeting Traffic for Higher ROI

To many people, high rankings are the name of the game when it comes to search engine marketing. Sadly, many people spend thousands of dollars every year to get to the top and see very little ROI (return on investment). So why don’t top spots in the search engines translate into more customers, more sales, and more money?

There are a couple reasons why top spots in the search engines may not translate into a higher ROI:

    First, lots of traffic is not the same as targeted traffic.

    Just because an SEO firm can get your site to the top of the search engines does not mean that targeted traffic will see your site. You see, unscrupulous SEO firms may help you get a number one ranking in Google for a search term that is not relevant to your business (see Black Hat SEO). Ultimately, this high ranking does you no good, because it is not targeting the people who are looking for your services.

    To make your Web site profitable, you need to attract visitors. But not just any visitors. You need the right visitors. A good SEO firm will take the time to understand your business and the type of people you are trying to reach online. After an analysis of the market you are competing in and conducting thorough keyword research (see Woo Them with Words), a good SEO firm should be able to help you develop a strategy to reach the people who are looking for the types of products or services you provide.

    Remember, 25 visits a day from people who are actually interested in the products or services you provide is more valuable than 100 visits a day from people who will leave your site just as fast as they found it.

    Second, poor site design may inhibit your online success.

    A good SEO campaign should not only focus on bringing more targeted traffic to your site, but making sure your Web site meets the needs of your target audience(see Why You Need a Good Design for Your Web Site). When people go to the Internet to find products or services, they are looking for a credible sight that is not only informative, but compelling. If your site does not convert visitors into clients, your search engine optimization campaign is not doing all it can for you.

So, how long does it take Web surfers to assess the quality of your site? A fraction of a second. As Internet users become more savvy and surf the Web at continually increasing speeds, the time you have to impress potential clients becomes smaller and smaller. Utilizing an easy to navigate design that appeals to the market you are trying to reach can help increase your ROI.


As you embark on your journey of search engine optimization, remember, rankings are good, but targeting the traffic of your niche market is better. At, our focus is to not only see you do well in the search engines, but drive targeted traffic to your site that translates into a higher ROI.

Call 888-437-3737 for a free consultation with one of our search engine optimization specialists.