My latest article at Practical Ecommerce, read it in full here.
Many organic search marketers focus on increasing rankings and traffic to a site. What happens to that traffic once it hits the site, they assume, is someone else’s problem. This is a wrong approach. Search marketing’s ultimate goal isn’t usually to drive more traffic; it’s to convert more sales. More traffic just creates more server load, which is worthless unless it’s converting. The easiest way to convert more organic search traffic is to convert more of the existing traffic.
For search-engine-optimization professionals, this is yet another occasion to turn to your developers and request their assistance.