Search Engine Optimization (SEO) for your website

Since Sales often has the most direct contact with customers, they will have

excellent ideas to add to your keyword brainstorming sessions. And if your conversions

are of the easy-to-measure variety, such as online purchases, they’ll probably enjoy

monitoring conversion rates on a PPC campaign and adjusting accordingly.

On the other hand, you may have a harder time getting help with conversion

tracking for transactions made over the phone or in person. The sales department may

not want to make the effort to figure out exactly how the person on the other end of

the phone got their number, or they may feel that grilling the customers about how

they found you will interfere with the sales process. You need to convince your sales

team that incorporating this sort of follow-up into the sales process is not a waste of

time because it’s important for everyone to know whether the website is generating

profits.

The key to bringing your sales team on board for these more difficult tasks is

educating them on the connection between targeted search engine traffic and bottom-

line sales:

How can you make it easier for the sales team to track conversions to the

website? One way is to set up a special toll-free number and display it prominently on

your website—but nowhere else! In this way, you can easily tell which customers got

the number there. (In Chapter 8, “Month Two: Establish the Habit” you’ll learn more

about this and other tracking options.) It’s not a perfect solution because it doesn’t tell

you which search engines and keywords were used, but it does succeed in connecting

the dots for the sales department: SEO

Website Traffic

More Phone Calls

More Sales

Bigger Bonus!

SEO and Public Relations Can Relate

If your company has a public relations (PR) department, you’re in luck. If not, think

about this: If you got a phone call tomorrow from a radio station wanting to do a

story on your company, who would they speak with? That’s your PR department.

PR folks are very well suited to work with you on your SEO campaign. They’re

careful about words, they’re excellent communicators, and they probably know how to

take the time to track their results. They are the “keepers” of the brand, creating and

monitoring the face that your organization puts forth to the public. Look to PR for

help with keyword brainstorming, optimizing press releases, link building, and keeping

your search engine listings and other links in line with your branding.

Pearl of Wisdom:

SEO

will

bring in sales if it’s done right!

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