Usually the factors that determine the above is competition, maybe when your website first went live there wasn't many competitors on the internet, now however there is more all trying to get the traffic from potential customers. This means that PPC keywords you previously bid on are now more expensive and the traffic of new customers is spread between you and your competitors.
If you have got to this stage or your website hasn't really attracted enough traffic in the first place then employing the services of an SEO specialist is a good idea. They will be able to identify what your competitors are up to with regards to their website and what you could be doing to improve yours when compared.
The type of things that will be identified during an analysis will be:
* Page keywords
* Page descriptions
* Page titles
* Website footers
* Page ranking
* Indexed pages (through various search engines)
* Links (inbound and outbound)
With these identified an SEO specialist can make suggestions on how to improve your own site optimisation by finding elements that your competitors are doing well with and what they may have missed. This is very important information for your website. They can also recommend amendments to be made to your website such as new content, blogs, change of navigation and also identify what isn't working and how to correct it, this could mean in some cases a site change or update which sounds like a tall order but normally isn't and can dramatically help your traffic increase.
An SEO specialist can identify you PPC campaign, if they are worth their salt they can either cut the costs of your current campaign to make it more cost effective but still pull in traffic or maintain your current spend but target it into better areas so you will receive higher levels of traffic.
An SEO specialist will not only be able to increase your traffic but to make that traffic one you can turn into business due to the targeted nature of the SEO.
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