If you’re like most business owners, you probably get 10 emails a day — wait, scratch that — you probably get 100 emails a day from a purported search engine optimization (SEO) guru promising to rank your website at the top of Google. If it isn’t painfully obvious from the jargon used in each electronic solicitation you receive, most SEO companies are run by techies who know nothing about what it’s like to sit in your chair.
These guys have no clue how to obtain their own gross margin, let alone why they need to know yours in order to improve your website’s performance. So, it should come as no surprise that the vast majority of SEO firms focus their clients’ attention on the wrong metrics.