What is SEO and how does it relate to conversational marketing? Well, there is definitely some overlap between SEO and conversational marketing, but first, let's define SEO. I have met several marketers the past few years who are frustrated over their competitors' search engine results for keywords they are trying to rank for. The fact is that it's not an easy task to rank high on Google for competitive terms like, "computer" or "computer monitor." And, as the adoption of high-speed internet has achieved critical mass and users are now using search engines to search for products, the competition to attract their attention has also reached critical mass.

For this reason, it's very important for organizations to adopt an all-inclusive SEO strategy if they wish to be successful with their internet marketing go-to-market plans.

As you probably know, SEO is short for "search engine optimization." It is the process of optimizing a website in a way that allows it to perform well in search engines, such as ranking extremely high for targeted keywords. The primary goal of SEO is to increase the traffic for a website. An increase in web traffic occurs when users type in a specific keyword in a search engine and then click on the top "organic" search result. The secondary goal of SEO is to increase conversion rates. A conversion rate is a percentage of users that perform a specific task while visiting a website. A task can include purchasing a product, filling out a form, signing up for a newsletter or any other action that a marketer considers important.

The opportunity cost of not formulating a comprehensive SEO strategy is an accumulation of highly targeted web visitors that are already looking for a product or service that you offer; which statistically tend to convert higher than do visitors from paid search.