Thomas Edison said that genius is 1% inspiration and 99% perspiration. As we begin a new decade in search, we face a parallel truism: great search marketing is 1% about getting the click and 99% about what you do next.
Starting here in 2010, conversion optimization is the new SEO.
To be sure, SEO is still important and still evolving. There are still plenty of companies that need to adopt its best practices.SEO isn’t dead. But among the giants of SEO, there is a growing restlessness for the next mountain to conquer.
That mountain rises beyond the SERP and beyond the click.
SEOMoz’s Rand Fishkin recently declared that conversion optimization is the most underused and highest ROI activity in the marketing department. Predicting that2010 is the Year of Conversion Rate Optimization, he wrote, “Online businesses can generate so much revenue from this… 2010 is the year, simply because it’s an inflection point for companies to assess their spend and where they derive value.”