Attracting good traffic to your website and related properties is a great achievement in SEO. Pat yourself on the back for being good enough at keyword research, metadata, UX, etc., to get those traffic numbers up!
OK, celebration time is over. How much of that traffic is actually converting?
SEOs don’t have the luxury of focusing only on transactional keywords and/or relying on direct response-focused landing pages.
Much of the content we create (or help optimize) is focused on education and awareness – think position pieces, guides and how-to blog posts – so acquisition rates tend to be lower than those of paid traffic sources.
