The success of an SEO campaign is measured by one metric and one metric only: a resulting increase in enquiries.

Some people may argue that the aim of SEO is to drive traffic to a website and if the website fails to convert visitors into enquiries then that is a failing of the website's design. For instance, there may not be strong enough calls to action or information might be too hard to find.

There are plenty of websites out there that do not deserve these criticisms and yet, despite the SEO programmes centred around them to generate inbound traffic, enquiries still do not come. If the low conversion rate in these instances is not due to failings in website design, then the problem is to be found in the SEO strategy. Put simply, many SEO programmes generate the wrong traffic.

For many website owners and SEO specialists, generating traffic is the be all and end all.  To others, receiving external praise is the main concern and an increase in ranking or quality score from a third party is their primary motivation.

We see SEO as a discipline within marketing and marketing has been our passion for over 30 years. As a result the aim of SEO is the same as the aim of a poster on a billboard, which is the same as the aim of website, a QR code, a logo on a t-shirt, etc, etc.

That is why we begin any SEO campaign by working with our clients on creating the right strategy. We want to drive traffic to their website but we only want the right traffic. We want to attract visitors who will be in the market for our clients' products or services. 

The process begins with keyword analysis and finishes, in time, with your website being found by those people who are most likely to become customers. Over the course of a year, we would rather generate 10 visitors to a website who will go on to become customers than 1,000 visitors who will not.

At BBI Brandboost, we urge you to take a good look at your current SEO activity, remove personal bias from the assessment and judge it purely as a marketing tool. Is your SEO programme generating enquiries, or is it time for a rethink?