In a recent study by Dan Caplin from Click with Technology (CWT), he found just 12% of travel agents scored well when it came to search engine optimisation and the majority of the independent agents' websites did not appear at all in searches with Google, Yahoo and MSN. The analysis was conducted on websites operated by 115 members of the Advantage group of independent travel agents.

But this is not just isolated to the travel market. Many industries display a similar situation with smaller organisations fairing badly in search. With so much uncertainty in many areas of user spending at the moment, all business' large and small need to focus on ensuring they are utilising the technology available.

Most internet users only look on the first page of a search, so it's important for websites to have good search engine performance. However, it is one thing to make a site popular; it is something else completely to ensure that any traffic that is acquired is converting optimally.

After all, increasing traffic by 1% has far less impact on actual sales revenue than improving conversion rates by 1%. Site owners need to consider the message their site presents, what are the "calls to action", even re-evaluate the sales process to ensure an easy transition.

Over complicating any of the above can impact directly on how a site converts, but one of the major issues here is that many site owners are actually too close to the business to see the problems within a site. This is where Website Usability Studies often pay dramatic dividends.

Traffic, whilst important in its own right, should not be the only consideration to all purveyors of goods and services trading on the internet. In difficult times the need to look closely at all avenues to reach the bottom line (sales) should be a priority.

Matt Paines