We have a site with product and service pages, a blog and technical documentation. Suppose organic traffic landing in these sections does the following: Site and product pages (represented by x below) - 6% conversion rate Blog (represented by y below) - 1% conversion Shadow Making rate Documentation (represented by z below) - 2% conversion rate So our formula for traffic entering the site at different points, assuming a conversion Shadow Making value of $100, would be: er Which gives us a total income of $893. So we doubled the traffic, but only added about 35% to the bottom line – not far off our targets. Lesson.
Not all organic traffic is created equal, but there's an easy way to determine what the strategies you're deploying are likely to drive so you can adjust and focus based on your business goals, and not your arbitrary traffic goals. Myth : It's important to outperform Shadow Making your competition I can't even count the number of times I've been contacted by both clients and prospects with the statement, XYZ Company is above me. We are better than them and we have to outclass them. OK… let's take a moment and wrap our heads around what is really Shadow Making being said here. Although the statement sounds logical, what is actually being said is: XYZ Company is above me for the phrase I searched for . We are better than them and we need to divert all energies from pursuing ROI goals and focus on a single phrase of vanity . What we need to remember is that none of this is actually about ranking a specific phrase.
In fact, the goal of our efforts is not rankings at all, but rather revenue. I don't know about you, but if there was higher revenue from ranking in position 21 than Shadow Making in position 1, I would work hard to get all of our clients to top three. To achieve this, it can be helpful to not only look at keyword volumes using a tool like Moz's Keyword Explorer (which puts the numbers in more realistic terms for organic search than Google's Keyword Planner), but to use Shadow Making a tool like SpyFu to get a real picture of how a site is doing overall. Let's look, for example, at a phrase I was looking for yesterday, (Spoiler alert: I'm upgrading my machine.) Now I immediately went to organic search result because it's Tom's Hardware, and I like the information (admittedly bypassing the snippet , which is also Tom's, because I knew I wanted to know more about the different options and applications).