In his most recent newsletter. Nick Usborne wrote an article detailing how he created two of the biggest-earning pages on one of his websites. His point was, it had nothing to do with SEO and that you can’t entirely depend on SEO to make your site successful. I couldn’t agree more!
I – along with many great SEOs – have been preaching for years about this same fact. While SEO is an excellent means for bringing in traffic (among other things) it does not provide any guarantee that you’ll make even the first sale, generate the first lead or convert the first subscriber. Smart marketers understand that you have to diversify. Putting all your promotional efforts into one SEO basket has proven to have disastrous effects in the past – for instance – when Google conducts major updates. If the only way you have of drawing traffic to your site is via one search engine, you’re setting yourself up for trouble. Just like you would diversify your investment holdings rather than putting all your retirement money into one company’s stock; you need more than one method of bringing traffic to your site.
A Stronger Connection Means More Conversions
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Something else to consider is this… a search engine spider or bot has never visited your site, whipped out its credit card and purchased anything. Live, human customers do, but search engines don’t. Therefore it is not in your best interest to build a website that caters to the engines exclusively. You have to have balance so that your site is search engine-friendly while also enticing human customers who want to conduct business with your organization.
