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When a company begins to think about how to receive more applications via the Internet, it is faced with many options: SEO promotion, contextual advertising (CPC), promotion in social networks (SMM), e-mail marketing and other methods. Most small and large businesses, realizing that a significant portion of their traffic will come through search results, hire an SEO specialist. He becomes responsible for the growth of the site and increasing traffic, making strategic decisions to optimize it.
However, in my opinion, this is one of the most common mistakes that can lead to business failure. SEO should only be a supporting tool in a larger strategy with the digital marketer at the center. Moreover, this should be a specialist with experience in the field of growth hacking, and not a person with a specialized academic education.
Why is this important? The SEO specialist's job is to maximize traffic through the current business model. However, such specialists often make decisions that can negatively affect the quality of the product in order to increase traffic. For example, they may recommend using methods that will increase the number of visitors, but will not improve the quality of service or conversions.
The task of an Internet marketer is to create a product that will meet the needs of the target audience and provide a high level of satisfaction. His responsibilities include creating a system that will effectively turn traffic into applications, and then into sales and profit. An internet marketer should be the one who drives traffic to a website and turns it into real income.
An SEO specialist working alone often does not think about the ease of use of the site, the quality of the assortment, or conversion paths. In most cases, it will suggest ways to improve search visibility, which can negatively impact behavioral metrics and conversion rates. For example, recommendations such as:
So, step by step, an SEO specialist can turn your site into a garbage dump. And if you don't understand why or why these changes are being proposed, the results can be disastrous—even if you decide to implement them anyway.
That's why, before you start SEO, the site must have an online marketer whose goals are aimed at increasing conversions, engagement and return of users. And only under his leadership will an SEO specialist be able to effectively make the necessary changes without compromising the quality of the site.
Only in this case will your business not only begin to generate more profit, but also create excellent conditions for other marketing activities, such as contextual advertising and email marketing.
If you have questions, write to the SEO studio “SEO COMPUTER” at info@seo.computer.
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