QUESTION
As an SEO specialist for an e-commerce store, is my job to generate organic traffic or to convert that traffic into sales?
I'm working on SEO for an e-commerce store and I'm trying to understand where the responsibility of an SEO specialist ends.
If I'm bringing relevant organic traffic with transactional/search intent to product and category pages, but the conversion rate is low, should I be responsible for improving the traffic-to-sale conversion as well?
Or is the SEO specialist mainly responsible for:
- Getting the website to rank
- Bringing relevant/qualified organic traffic
- Matching search intent to the right landing page
- Improving organic clicks and visibility
And then the CRO/e-commerce team is responsible for turning that traffic into customers through product-page optimization, trust signals, UX, checkout, pricing, etc.?
For example, if 100 people come from Google with transactional intent but only 1 purchases, where would you consider the SEO specialist's responsibility to end and CRO's responsibility to begin?
I'd like to hear from people who work in e-commerce SEO/CRO about how you define this responsibility in practice.