During lunch with a new employee today I was reminded about optimising sites for a users intent, not just traffic. To often, SEO companies provide keyword research with only traffic in mind, without regard for active, relevant traffic. There is a lot of good research around that identifies a searchers behaviour at different points in the decision making process and it’s important to plan with ‘searchers intent’ in mind.
As a rule, for most online businesses, not enough attention is given to landing pages. Agencies and companies alike become obsessed with driving traffic via keywords and copy, without a/b split testing or multivariate testing of landing pages.
Further, it’s remarkable how much actionable insight is missed, when little attention is paid to analytics, where obvious gaps in the sales conversion funnel can often be discovered in a matter of minutes. More on internet marketing
