Online Businesses ‘Need Balance Between Chasing SEO and Conversions’

by Oliver Ewbank on 8th November 2010

Online businesses need to work on establishing a balance between encouraging users to make purchases and maintaining SEO standards.

This is the advice of Search Engine Land contributor Eric Enge, who stated that people typically read online content quickly, meaning highly-visual pages that do not contain too many blocks of text often work well.

However, to meet the demands of search engine algorithms that are reliant on content, it is important that SEO services are used to draw in traffic.

Mr Enge said this leaves companies needing to pay attention to both disciplines.

"To get to the best answer for your site will require disciplined conversion optimisation testing while keeping a careful SEO eye on things too," he advised.

Last week, Ian Lurie, another columnist for Search Engine Land, suggested that SEO considerations should be taken into account when a website is being revamped, with experts in the marketing strategy made part of the design team.