One of the oddest things about all the updates that Google has made over the last few years concerns the lack of impact that some of the changes have had on some businesses I know. Google Panda and other ranking algorithm changes have caused significant drops in traffic for many of these companies. But that's not the odd thing. What's strange, at least at first glance, is that a number of these companies have suffered only small drops in sales. This goes against everything we've ever thought about in search marketing–I mean, the reason that you work so hard in search is to get traffic to your site, because the more traffic you get, the more you sell–right? Google says wrong–at least partially wrong–and they have a good reason why.
It all goes back to the old question that has always bedeviled lead-based businesses: Why are we getting more leads but not closing more sales? The answer is what in the old days we called qualification. A qualified lead is one that is likely to buy from you. Often when sales leads come in higher and actual sales stay flat, it is because the quality of those leads are poor. Anyone can send you a name, but if that name is more or less picked at random, it doesn't help you sell anything.
"My service is the best. I promise that I will deliver everything I say I do. I have been doing this for a long time. All my clients love me. I can do this really fast and I will always be on time because I like to be on time."
Did you make it past the second sentence? Be honest, you skipped over most of it didn't you? You know why? Because it wasn't about YOU!
Website owners are always talking about conversion rates and increasing sales.
This post is part of the Social ROI Blog Carnival at Think Customers: the 1to1 Media blog. Visit the blog carnival post "Calculating the ROI of Social Media" to check out the full lists of posts from...