Most reports peg search traffic at about 10% of total internet traffic. However, most businesses spend 90% of their website efforts on search engine optimization and marketing. Below I outline why this disproportionate emphasis on search traffic can be spell disaster for an online business.
If only 10% of people are searching, what are the other 90% doing? The majority are returning visitors. They may have found a site initially by search but now they return. If someone is comparison shopping, they’ll usually bookmark five or six sites, comparing each one with the others. There’s another small percentage that are simply typing in domains. Looking for lawn furniture? I’ll just type in lawnfurniture dot com. Another even smaller proportion actually type the domain name into a search box, then click on the domain in the search results.
I think as webmasters we get search engine tunnel vision when we’re marketing our businesses. When someone tells me they’re having trouble getting top 10 search positions, I usually ask about the other types of online marketing strategies they’re engaged with. The common response is, what else can I...
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