Why are the conversions down?

In your time as an SEO, you’ll invariably meet someone who wants a simple explanation as to why their organic conversions are down. But the reasons are often far from simple.

That’s because anything you do (or don’t do) on your website can affect your organic conversions.

And because any changes Google’s made to the SERPs that send traffic to your site can impact them, as well.

So while it’s true that there are hundreds of things you can do to improve the conversions on your pages (and your rankings in the SERPS), there are also loads of variables you can’t possibily account or control for.

SEO is a complex ballgame. It’s betting on a few constants amid dozens of other factors that might change.

Another reason why it’s better to be sought than to be found.