Online Marketing – Back to Basics

Are you struggling to rank your business website? The whole field of SEO and online marketing can be very complicated with such multiple factors as web design, information architecture, content creation, and link building to contend with.

It’s easy to get bogged down with the myriad details and lose sight of the basic fact that success in online marketing simply equate traffic multiplied by conversion. Get those two factors right and you’ll be laughing all the way to the bank.

So why do so many businesses struggle with their online marketing ventures? As usual, the devil is in the details so here’s a quick refresher on the two key strategies for selling online.


Targeted traffic is the lifeblood of any website and it’s getting harder and more expensive to acquire. For one thing, there’s the sheer volume of competition with new websites coming online daily.

Moreover, the search engines are insisting that to rank well, you need to offer a relevant quality user experience. To do this you need optimised content that provides the solutions searchers are looking for. None of this is easy, cheap or fast.

One strategy is to use pay per click. Programs such as Google Adwords can bring in traffic very fast for targeted keywords. But doing it well requires considerable expertise and bidding costs can mount up to severely impact ROI.


Visitors to your site are simply potential customers until they take some action. With traffic increasingly expensive, you need to be sure your site is setup to handle get the results you want when visitors do arrive. In other words, it must be optimised for conversion.

Hence the increasing popularity of conversion rate optimisation (CRO), a systematic way of maximising the number of visitors who take the action you want.

Other than ensuring your pages are optimised for whatever action you want your visitors to take, it also draws heavily on the data provided by your analytics to identify areas that need improvement.

One nice thing about CRO is that it can help the overall status of your site and ultimately, your rankings. Providing a quality user experience results in enhanced reputation and social sharing which leads to increased organic links as well as visits. All these factors improve your metrics and signal to Google that you’re a site of quality.

Focusing relentlessly on the twin tactics of traffic generation and conversion is one way to avoid distraction in the complex world of online marketing. Investing in professional is the way to sustainable success and the boost you’ll receive in ROI will make it well worth it.

If you want to succeed with online marketing you need the kind of expertise that Smart SEO can provide. Get in touch today to discover how our qualified staff can help you get the rankings, traffic and conversions your business needs.

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About Nathanael Vanderkolk

Nathanael Vanderkolk is the Director of the Smart SEO Company, a SEO Agency in Sydney, Australia. Smart SEO Sydney has a keen awareness of the latest approaches to online marketing. Follow him on , Facebook and Twitter.
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