The primary goal of any search engine optimization (SEO) is to get your website found for relevant searched keyword terms in top positions in major search engines like Google, Yahoo and MSN. Getting your website to appear in top organic results for targeted keywords that people are actually searching is definitely a factor in producing website traffic. But equally important is the aspect of conversions. Does your website interrupt and engage the visitor in your message, producing quality leads and loyal customers? This SEO goal is often overlooked, even by SEO professionals who charge pricey fees for search engine optimization services. And let’s face it, traffic to a website doesn’t mean a heck of a lot if people do not stick around and convert to leads and customers.

SEO, in order to be effective, must address three primary concerns. These include:

• Relevance
• Authority
• Conversions

This article will explain these three aspects of effective SEO and how they are achieved.

Relevance and SEO

Relevance pertains to content, keywords and keyword phrases that closely relate to the website’s purpose and add value for the visitor. A website without relevant content is not likely to achieve good positioning in the search engines. Even if the website happens to get a good page rank for some keywords, pages stuffed with keywords to draw traffic through the search engines, only frustrates visitors who can’t leave the website fast enough. And the moment they are gone, you have lost these valuable visitors forever.

Relevance is effective in keeping the visitor engaged when he or she finds relevant content that rewards them with benefits, a solution to their problem, a low risk offer, guarantees and the impression that the company is reputable and can be trusted. When content is created in this manner, the included keywords result in traffic that is likely to produce quality leads and loyal customers. Sources of relevant content that may be part of a website and blog include informative articles, case studies, photo galleries, faqs and even news items. All can be a powerful draw for visitors who are looking for companies that are experts and can be trusted to deliver an exceptional product or service.

Authority and SEO

Authority is determined by the worth of the site to search engines like Google. It is measured by the quality of websites that link back to the website. There are many ways to create powerful back links that drive traffic and boost search engine rankings. Content distributed through keyword-rich articles, press releases, blogs, social network posts and RSS feeds is rapidly indexed by search engines that place a high value on updated content. This means that static content on a website has some value to SEO but higher keyword rankings come from the authority created by syndicated content that is new and ever changing.

Over time, as Relevance and Authority are enhanced through SEO, a website will increase its rankings in the organic listings. That brings us to the issue of website performance.

SEO Without Conversions is a Waste of Time and Money

Many professional SEO companies will promise you top positioning for keywords but what does that mean to your bottom line? Although they may be able to achieve ranking and traffic for some keywords, they often fail to address website performance in terms of traffic patterns and conversions. SEO doesn’t mean a whole lot if your not getting business from it.

An important component of effective SEO is measuring website performance. This can be accomplished with the help of Google Analytics, easy to use code that provides comprehensive data about website visitors. Through Google Analytics, you can determine traffic patterns, keywords producing traffic, referring websites, browsers used, entry and exit pages, length of time on pages and conversions. Tracking of conversions is relatively straight forward on ecommerce sites where products are sold. Sites that brand, promote and generate leads however, require landing pages that can measure conversions through forms that the visitor completes for more information or a special bonus incentive. Through Google Analytics reports, conversion data can be analyzed and strategies can be identified and implemented to maximize conversions based on the website’s mission and goals.

In conclusion, effective search engine optimization is a strategy that serious website owners should not ignore. Effective SEO is accomplished through relevance and authority with a careful analysis of website performance through measurable conversions. When all of these factors are part of search engine optimization, website traffic produces a steady and growing stream of quality leads and loyal customers.

© 2008 Web PuzzleMaster LLC, www.WebPuzzleMaster.com, Ruth Kuttler, the ‘WebPuzzleMaster,’ All rights reserved.

Consultant, design and marketing specialist, Ruth Kuttler, “the Web PuzzleMaster,” is the creator of “Winning Marketing Secrets” E-zine. Get her FREE SPECIAL REPORT, “10 Simple Secrets for Making your Website into a Selling Machine!” at www.WebPuzzleMaster.com. You are welcome to ‘reprint’ this article online, provided it remains complete (including the contact information at the end).