Besides getting found in searches, there is one more critically important thing. Just imagine for a while that you run a shop and you have a great location with lots of potential customers browsing, but few of them actually buying. Either you’re attracting the wrong type of customer, or your product display is just not attractive enough for anyone to actually purchase.
Similarly, your website may attract a lot of potential customers (hits or clicks) but you’re not converting these into actual clients. In “web speak” we call that Conversion Rate Optimisation” or CRO.
The actual conversion rate expectation may differ widely from industry to industry. In some cases, a conversion rate of less than 1% may actually be high, but if you’re selling popular low-cost items you probably want a conversion rate of around 10%, i.e. a purchase for every 10 customers visiting your site.
Regardless of what your CRO or SEO expectations are, they have to be measured on an on-going basis. For the sites I manage, I look at these figures on a daily basis and make frequent changes to improve the values for my customers.
The most important aspect of your website is to get FOUND in the first place. We use SEO to do that. Then we work on getting noticed or SEEN, so that website visitors don’t ignore you, but actually convert into customers. Finally, your customers will only return to your website if it is LIKED.
And hence, our buy line is: Be Found, Be Seen, Be Liked.