When Is Website Traffic ‘Good’ Traffic?

When your website is effectively optimised for search engines and your rankings begin to increase, one of the first things you may notice is the increase in traffic to your website. In most cases (when your SEO has been carefully researched) this naturally leads to an increase in sales / enquiries.

But what if that’s not happening?

Unfortunately in some cases, a site can achieve great listings for a commonly searched keyphrase but this then won’t turn into conversions. There are two common reasons for this. Firstly the keyphrase being targeted may be too generic, meaning visitors aren’t targeted enough to go for a particular product (e.g. you might rank highly for DVDs but only sell comedy DVDs, meaning many customers don’t find what they’re looking for). Another possibility is that your site ranks highly for a non-commercial term, meaning the visitors to your website likely have no intention of buying anything online.

This idea relates well with other sources of traffic - a link on a high-traffic website, for example. It can be quite a common mistake where you advertise your website on another where their user-base is not related to your industry or are unlikely to be looking for products or services.

If you’ve checked your traffic sources and none of the reasons above appear to apply, it might be worth looking into any potential problems with your website, most importantly the usability of the site. Visitors to your site could be struggling to find their way to the product they want to buy from you, or navigate to an enquiry form.

Just Search offers usability reports where we specialise in identifying any potential problems on your website, and detail any changes to both navigation structure and overall layout which could help you truly maximise the profitability of your SEO campaign. If you would like more information about our usability reports, please contact us.

Rik
SEO Programmer

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