In a recent LinkedIn post, Jesse M. delves into the complexities of measuring search engine optimization (SEO) success, particularly within the competitive e-commerce landscape. Jesse M. questions the conventional definition of a “win” when attribution models fail to capture the full customer journey.
The post outlines a scenario where apparent SEO gains masked underlying issues with conversion tracking. Jesse M. writes:
“This campaign looked like a huge win… until you looked at at what we could actually prove.”
Jesse M. elaborates on how, despite positive indicators like increased search impressions and website traffic, the ultimate goal—website sales—was not being met. This discrepancy, Jesse M. explains, stemmed from a failure to implement crucial conversion rate optimization (CRO) recommendations.
The Disconnect Between Traffic and Trackable Sales
Jesse M. highlights a common pitfall in e-commerce SEO: focusing solely on metrics that are easily quantifiable on a website, while overlooking off-site or untrackable conversions. The post details how customers were opting for phone calls over online checkouts, indicating friction in the online purchasing process that was not reflected in standard web analytics.
According to Jesse M., the core issue was the gap between agreeing to CRO recommendations and their actual implementation. This led to a situation where sales were occurring, but not in a way that could be directly attributed to the website’s performance metrics.
“Customers were calling instead of buying online
Customers were frustrated with the checkout experience
Customers didn’t want to spend $10K+ online without talking to someone first”
Jesse M. categorizes the campaign’s success based on different criteria: while traditional SEO metrics might show a win, and even conversion-driven SEO could be considered successful if off-site sales were factored in, the campaign ultimately fell short in terms of *trackable, website-based SEO performance*. This distinction, Jesse M. argues, is critical for businesses aiming for measurable growth.
The Importance of Actionable Insights
Jesse M. emphasizes that traffic alone is insufficient if the path to conversion remains unclear. The post acknowledges a shared responsibility, noting that the agency could have been more assertive in pushing for the implementation of CRO strategies.
“Traffic without clear conversion tracking leaves too much unanswered.”
The situation, however, had a positive resolution. Jesse M. reports that the client understood the problem and is now in the process of rebuilding their site with CRO recommendations at the forefront. This proactive approach suggests a commitment to addressing the identified tracking and conversion issues.
“The good news:
The client understands the issue, is rebuilding the site based on CRO recommendations, and plans to come back once that work is done.”
Jesse M. concludes by stating that a clearer picture of the campaign’s full impact will only emerge once these foundational website improvements are made and the client returns for future initiatives. This underscores the ongoing nature of SEO and CRO efforts and the necessity of a holistic approach to measurement and strategy.
📝 About This Content
This article is based on insights shared by Jesse M. on LinkedIn.
📅 Originally posted on April 7, 2026 | View original post on LinkedIn →