A good search engine optimisation process can drive a high volume of traffic to your website. SEO can increase the unique visitors and overall visits to a website, but that isn't really enough. The best metric to judge an SEO firm's success is to consider a conversion rate. As a result, the only traffic that truly matters is the visitors who push up conversions on your site. In fact, a website should only be called optimised when a significant targeted conversion rate is reached. Increasing the right traffic, the traffic that drives conversions, really defines the goals of a comprehensive SEO plan.

Choose the right keywords

In order to target a section of web searches, the first step is to narrow down your keywords. A focused approach is more likely to yield focused results. Choose combination that will maximize conversions. Creating keyword combos, also called keyword grouping, allows an SEO company to target audiences with refined searches. Another approach to keyword selection is listing words, jargon to be more precise, that only professionals in the field related to your services will use. The advantage is obvious. Search engines can provide exposure to searchers who are the most likely to convert - sales managers, procurement officers, etc.

Know your conversion rate

A conversion rate is primarily used in paid marketing, but can be looked at as a web optimisation metric too. A conversion represents some action performed by a visitor that meets the goal of the marketing campaign. Ultimately, every website has a defined objective - a lead, sale, registration or enquiry. The conversion rate is the number of unique visitors that meet this objective versus the total number that visit. It is an accurate measure of SEO, and must be employed as a target when the optimisation process begins. High conversion rates indicate that the right traffic is finding its way to your website.

Increase your visibility

Search engine optimisation is one guaranteed tool for increased exposure. There are, however, other marketing strategies for the online world. Social media optimisation uses vast social networking websites as the medium for advertising. Viral videos, shared links and other tactics can be employed with some success. This can have a profound effect on your website rankings with an increased number of links coming from a host of authoritative websites.

SEO isn't just about traffic - the right traffic matters. This is an important aspect to remember when preparing a long term search optimisation plan.