Online marketing: should you focus on traffic or conversions?

This post was written for Econsultancy. It features the opinions of several well-known SEO and digital marketing specialists.

For many people – especially those working for small businesses – the main focus of digital marketing is the same as it would be for traditional marketing: driving footfall. But are traffic-related targets the most effective focus for your early web efforts? Or would it be better to focus more on improving your conversion rate? In this – my first post for Econsultancy – I asked a couple of leading lights in the SEO industry for their opinions. The conclusion is rather interesting.

“If you are entering the online world for the first time as a business it doesn’t matter whether you are a startup or an established bricks-and-mortar company, you need to choose what to spend your resources on.

So far so obvious; that’s all part of your marketing strategy. But when you’re thinking about that strategy there’s one big, tough question that will almost inevitably come up:

“Should we spend more of our resources trying increase brand awareness or increasing conversion rates?”

The answer to that question is much less obvious than the question itself.”

Read the full post >