A couple weeks ago I was having lunch with a friend, Bruce Rowe from Sebo Marketing. Bruce is an SEO specialist. I have to be careful here because there are a lot of people who work in the world of SEO, but Bruce specializes in SEO Productivity not just SEO Ranking. Here is the difference:

• SEO Ranking - Getting to the Top of "Google" is not as tricky as you would think. It's time consuming and strategy based, but not tricky. There are many companies selling services to get you to the top of Google. It is a combination of keywords, placement, linking as well as other various web tactics you can employ. However, being at the top of Google search really doesn't do much for you if your website doesn't do anything to convert the visitors. Incidentally I don't Google very often because I rarely find what I want. I'm more a Yahoo! or Bing person.
• SEO Productivity - (Enoch-ism) SEO productivity takes SEO Ranking one step further by looking at total process of a visitor to your site. Each unique visitor's traffic is detailed through the "flow" you defined to understand where conversions take place. If you are losing sales because your shopping cart is too confusing then "productivity" helps you redefine your shopping cart. If no one is using the "Buy Now" button, then "Productivity" is about repositioning or replacing the button so the visitor does click on it. "Productivity" numbers are drawn from conversions, sales volume, and revenues more than the nice rank in Google.

But Enoch ... I've heard this all before in your presentation "Increasing Website Conversions" ... Why are you telling me about it? Well, voice in my head who just allowed me to self-promote, it's because I think we need to hear it again. All to often I get asked what I think about "Facebook" or "Twitter" or this company's SEO strategy or that Email Campaign? I think there is strength in all of them and increasing presence is VERY IMPORTANT, but there are some other key elements to remember:

1. Traffic numbers can be variable ... Understand your current Position - It's amazing how numbers can be bloated. Whether it's through a simple coding error or an egregious data manipulation, numbers can take a significant jump if the data is not reliable. Make sure when you "work" with an SEO company you get reliable data and not something fed to you without understanding. If they are saying you're getting 1,000 more customers ask where those customers originated. Then check your website numbers to validate if it really was true. Don't assume the companies information is correct.
2. Refine your Message ... Qualify your Traffic - It's amazing how many business owners believe "everyone" is their target audience. It's not true. You're products and services do not work for everyone. Don't write content that targets everyone. Specify! Write material which hooks key individuals. It is better to get 30% of 100 people then 0% of everybody. Once you have a specific message down for a specific individual flow that person into the "points of profit" you desire. Don't clutter up your pages needlessly with information not intended for your target audience. You can have the pointers, but don't clutter up the page. Remember you can always create more pages specifically for other audiences. That will help with SEO as well.
3. Exposure is Grand .... Conversion is King - You should get yourself in as many places as possible, but being exposed does take time and work. Make sure when you expose your brand, products or yourself you take into consideration how to capitalize on the exposure.
   • DON'T assume getting a click means getting business. DO Create Landing Pages to take full advantage of visitors and where they originated.
   • DON'T assume more is better. DO take time to qualify your visitor's as often as possible; whether it is Pay-Per-Click, Email Campaigns or other marketing materials ... make your message count.
   • DON'T assume a company will "increase your traffic" because they say they will. DO take every step to know your numbers so you can control the conversation with SEO companies.
4. Don't wait until it's Perfect ... Start doing NOW!! - This is a tough one for "The Enoch"! I want things to be as perfect as they can be, but the truth is there are many people who have websites making money for them that are garbage looking. The website doesn't look great, but their position does. They've targeted their audience, whether it be "best man toasts" or "custom poodle outfitters", they created the message and capitalized on it.

It really comes down to this ... Trust Yourself. Trust that your product and service is Needed. Trust there are people who need you to Resolve their Problem. Those people are out there and you can find them. Focus your message and create the exposure points so you can convert those individuals. Set aside time this Friday (say 3:00 PM) and target your message and strategy to capitalize on that message. It will do wonders for your business. I guarantee!