You put time, effort and money into SEO and UXO in order to increase sales on your website. Note that the emphasis is on sales, not traffic. Traffic that is never going to buy anything is just wasting your server electricity. So in summary: the SEO effort is directed towards getting qualified visitor traffic and the UXO effort is aimed at converting those prospects into customers.
It’s appropriate to review your website at regular intervals because technology moves along and as more and more websites get website treatment, the search engines have to find new ways of indexing your site. SEO is a moving target.
By building a well-structured website with the right meta data along with the appropriate number of key words and phrases, you have reduced the guesswork needed by the search engines to index your website and clarified the message to your prospective customers.
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