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Wednesday, Jun. 8, 2005 at 6:35 pm

Do I look crazy to you?

By Howard Kaplan
June 8th, 2005

Shari Thurow wrote in ClickZ Monday about How NOT to Work With an SEO/SEM Firm.  She interviewed SEO/SEM firms about their most common client/prospect complaints:

You’ll have to change your Web site. Accept this fact before contacting us.

"We have a difficult time talking to people who honestly believe we can wave a magic wand and miraculously make a Web site appear at the top of search results, even in this day and age," said one SEO firm staffer. "In order for us to optimize a site, the site has to change: copywriting (and not just the meta-tag descriptions), information architecture, page layout, link development, you name it. The prospect’s site must change in order for the prospect’s site to receive increased ‘natural’ search engine traffic."

Another SEM firm echoes this sentiment. "When we said that the text content on your pages will need to be changed, what we meant was: the. text. content. on. your. pages. will. need. to. be. changed."

It’s a valid point, but from a Conversion standpoint, it underscores a more important one to us- Why do people continue to try and attack a conversion challenge by throwing more traffic at it?  It’s pure lunacy to change your site to accomodate the recommendations of a firm whose stated goals are to provide more qualified traffic, when you’ve previously displayed an utter inability to close on the qualified traffic you currently enjoy

Fix the holes in the bucket first, and then worry about how to add more water!

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Comments (8)

  1. Buckets with holes in them.

    I ran across a great quote the other day: Fix the holes in the bucket first, and then worry about how to add more water! The reason I like the quote is that it made me think.  I literally stopped and…

  2. Quote of the Week

  3. Quote of the Week

  4. Traffic + Conversion = Success

    An “SEO” focuses about getting more qualified traffic to a website. A “Conversion Specialist” focuses on doing a better job in producing results with the traffic a site already gets. A successful internet marketer realizes the best case scenario …

  5. I think myself Shari was just blowing off a little steam there. SEO does not primarily concern itself with conversion and if I’m called in to rework a site then I’m not inclined to suggest the potential client rejects my efforts in favour of making better use of the existing traffic. Why would I? Why should I?

    BB

  6. I think myself Shari was just blowing off a little steam there. SEO does not primarily concern itself with conversion and if I’m called in to rework a site then I’m not inclined to suggest the potential client rejects my efforts in favour of making better use of the existing traffic. Why would I? Why should I?

  7. But that, of course, is the point: getting traffic from anywhere has to be combined with conversion factors. That done, more traffic is a good thing.

  8. Conversion challenges and SEO challenges are different animals. You need to be on top of both of them and not confuse the two.

    BB

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