Small Business Link Does it Again!
August 27th, 2007 by 
Amish Parashar
Another great set of articles from:
The Wall Street Journal Small Business Link
My Excerpted response:
We find that Search Engine Optimization and Pay-per-click campaign management are less than half of the overall picture for success online. A very simple equation is at the root of all of this:
# of visitors x % conversion x sales price = online revenue (or other goal)
Of course, you control your prices, so the only other variables are the number of visitors and the conversion rate.
This set of articles, and this discussion, do an excellent job of surveying the various methods to increase your search rankings and traffic to your website. The next step is using analysis/statistical data to continuously improve your website so that as your traffic increases more people are buying your product (or signing up for your newsletter, or donating to your non-profit). This is to say a real, concerted effort to steadily increase your conversion rate.
The end result is both a large number of visitors, and perhaps more importantly, a large number of customers. In short, I would find a vendor that cares about your bottom line, not just increasing traffic to your site!
Posted in Solutions, Technology | 