A good SEO knows that search engine optimisation is just a means to an end. Once you lose sight of that, it is very likely that you will someday end up lost in strategies and methods that are out dated and cannot compete with newer and more efficient strategies that deliver what the client really wants in the end – conversions. This is true because you will be focused merely on generating more traffic when what’s more important is getting traffic that will result in action that your client needs, which is more often than not purchasing a product or service. In some cases, the action your client needs might not be a sale but signing up for subscriptions (free or otherwise), signing up for campaigns, answering polls or survey, giving out contact numbers, etc. Whatever that action is, as soon as the visitor does that action, you can call it a conversion.
SEO exists because clients need a way to rank well in search engine results pages in order to get a good sized traffic, which they hope will end up in conversions. What this means is that while getting tons of traffic is good, the traffic is useless if none of them end in conversions. The funny thing is that with all the interest in SEO, there is relatively very little interest in conversion rate optimisation (CRO), as if having a higher conversion rate will not directly lead to increase in profits! I am not putting down SEO, not at all, but might point here is that as SEOs, you have a great opportunity to extend your services to something that will benefit your client even more through conversion rate optimization. As an SEO, you are already helping them with the very crucial step in getting the traffic they need, why not branch off by offering the additional service of getting that traffic to actually turn into profit?