The urgency that website developers and business owners feel in driving as much traffic to their websites as possible badly misses the point SEO. Getting traffic is nice, and receiving a large quantity of traffic is to be proud of, but regardless of the amount of traffic you drive to your website, it’s a high goal conversion rate that is genuinely sexy.
But doesn’t everybody want millions of unique visitors on their website? Yes, but what’s vital to understand is that when business owners say they want traffic, they usually mean they want money. After all, unless you are building a site for altruistic purposes, it’s more useful to have only a few hundred people visit your site who actually do what you want them to do, than a few thousand show up who promptly leave without doing anything at all. This means that every page on your website has to have a concrete purpose, and not just a generalized “save-the-world” kind of purpose akin to corporate mission statements; it needs to be specific, measurable, and real. We call them goals.
A website with a high goal conversion rate is one that convinces its users to take the action it want them to take. It’s the dirty little secret that so many professionals miss, which ultimately creates the defining difference between a successful and unsuccessful website development project.
Now we have a basic understanding as to why generating search engine rankings and traffic is a little touch-and-go, let’s see how we can tune up WordPress and make it a veritable search engine optimization work horse for us. While there are lots of tweaks you can do to fine-tune your website’s performance, there are what we’ll refer to as the Big Three primary SEO components. The Big Three fundamental SEO components are:
As long as you pay attention to these Big Three SEO components and keep in mind that absolutely nothing is a substitute for quality, relevant content that’s actually of interest to your visitors, you’ll be sitting pretty regardless of what SEM strategy you choose to move forward with. It simply makes no difference how well you optimize your web page content if no body is interested in reading it anyway. Therefore, it’s vital that you make sure there’s an audience who is genuinely interested in what you have to say on a particular topic before you invest any time authoring and optimizing it.