Let's focus on the "Organic" visitors (users that visit the site via Search Engine Optimization or SEO Efforts) . It's easy to segment these visitors in the same class as "Offline brand" visitors since there is no cost associated with them. No affiliates to share profits with, and no search engines to pay per click. There is also no "Click Fraud" or "Affiliate Fraud" to worry about. Also, many people tend to trust "Organic" results more than PPC results.

So what is the single most important factor in getting people to visit your site? To answer that question, let's turn to some interesting statistics. It so turns out that 69% of people don't navigate beyond the top five sites returned by a search engine. More importantly, 91% of the visitors don't look beyond the top twenty sites. In other words, if you don't rank in the top 5 of the keyword of your choice, it is likely that you are left to pick from just 31% of the traffic. And if you don't rank in the top 20, you are just viewed by the pickiest 9%. To convince these people to buy, you best have a very good product, price or value. The old real estate adage of "location, location, location" is just as true in the WWW virtual real estate.

In other words, the easiest sales are made if you rank in the top five. Sadly, this is not a secret and therefore ranking in the top 5 is exceedingly difficult for competitive keywords. Ranking the site high for some keywords has given rise to a new profession: SEO or Search Engine Optimization. These professionals called as Search Engine Optimizers sometimes treated with deference given to demi-gods and witch doctors. While, other times, when they can't produce the results they are treated like charlatans, quacks, snake oil salemen-with contempt.

The job of an SEO company is to focus on what key phrases will get you the most qualified traffic, write web copy("on page optimization") using those search terms(or keywords) , design the navigation of the site ("site navigation optimization") as well as convince complementary sites to link to the site in question. The expected outcome of all this running around is to convince the search engines that your site, and more to the point your "landing page" is the most appropriate one for certain keywords. What are the possible problems with hiring an SEO? Cost:

It is quite a bit of work and that unfortunately gets pricey. The formula really is quite simple: how much is the qualified traffic worth to you. Say, you have been paying dollar.50/click through your PPC campaigns and given your conversion rates you just break even with an averge of 100 visitors a day( dollar50/day). In order for you to consider SEO's service, the SEO should get you visitors at a sufficiently lower cost. However, the difference is that there is an immense amount of initial work which tapers off with time. The SEO fee should taper off once you feel comfortable with your position so that you are just paying a "seo maintenance fee" just to defend your position.

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