An “SEO” focuses about getting more qualified traffic to a website. A “Conversion Specialist” focuses on doing a better job in producing results with the traffic a site already gets. A successful internet marketer realizes the best case scenario is to address both issues, although most (including myself) will generally advise starting with the scales tipped towards improving conversion, and then gradually tip them more towards generating more traffic, while always making strides in both areas.
An excellent point well worded by Howard Kaplan:
It’s pure lunacy to change your site to accomodate the recommendations of a firm whose stated goals are to provide more qualified traffic, when you’ve previously displayed an utter inability to close on the qualified traffic you currently enjoy. (view post)