Ever-changing algorithms and increased mobile search volume are only a few factors that caused SEO to rank as the “least popular digital marketing channel” according to a recent study by Clutch. This can also be attributed by the fact that Search Engine Optimization practices are constantly evolving along with technologies and platforms making it a daunting task for any organization to undertake. For this reason, many companies resort to social media platforms, email, display advertisements, and other common forms of digital marketing as a way to reach business goals such as increased sales revenue or brand awareness.
Defining website traffic as a digital marketing goal
According to the same study conducted by Clutch, only 11% of organizations had “increase website traffic” as a goal they were trying to accomplish whereas over one-fourth of those surveyed were looking to “increase sales revenue”. This data reveals how little website traffic is valued when it does not translate into a conversion. By focusing too hard on conversions, many companies lose sight of the value brought to digital marketing efforts by obtaining quality targeted traffic such as that provided by properly conducted Search Engine Optimization campaigns.
The value of website traffic as a digital marketing goal
Website traffic that does not lead to conversions still offers invaluable insights on digital marketing efforts such as traffic sources, bounce rate, and much more. Despite this traffic not leading to any actual conversions, the data provided here still sheds light on what direction the organization’s digital marketing efforts should continue in. By first examining the source of the traffic, organizations can decide what digital marketing channels should be prioritized as well as what channels need to be improved upon. In addition to this, the bounce rate provides fantastic insight into what web pages are optimized for individuals to land on them and which need work.
With tracking codes and pixels properly installed onsite, you can take the traffic analysis one step further. By keeping track of site visitors through a tracking code/pixel, organizations become capable of retargeting this traffic in a variety of ways. Specific individuals, such as those who reach the “add to cart page” but not the “Thank you” can be retargeted in the hopes that they will convert the next time something is added to their cart. Additionally, the traffic can be used to create custom and lookalike audiences for targeting on social media channels such as Facebook and Instagram.
Search engine traffic for conversions
The correlation between traffic and conversions is undeniable and any organization whose main digital marketing goal is to drive conversions should be focusing on obtaining quality targeted traffic. The cheapest and most effective way to do so is through a properly executed Search Engine Optimization campaign.