Taking care of the rest of SEO

While search engine optimisation (SEO) can be a "very useful tactic" in driving up a firm's rankings, one commentator has advised that they should not leave it there and expect the rest to take care of itself.

In his post for Search Engine Watch, Chris Boggs notes that "the rest" includes driving conversions or leads online, with many firms believing that it was the user experience once they reached the site which was most important.

He states that organisations should gain a deeper understanding of their primary markets and that customer segmentation becomes an important factor when applied to meta description and optimised page content.

These are two factors that may lead to a higher probability of the end conversion of potential users.

"[Businesses] should start to speak to multiple targets within the meta description and ensure they close the loop for all possible segments by developing multi-purpose landing page content," Mr Boggs claims, adding that such content should provide clear and compelling paths to conversions.

It was also recently suggested by Peter D, in a blog for SEO Book, that converting other online users can be just as important to a business as getting more from their existing customers.

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