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We went around and around with this question when we rebuilt our site. The conclusion we came to was: We shoud link out to our social profiles and citation links, since they link back directly to us from a trusted network. It was also determined that linking could be helpful, since Google may not have discovered your social network. This was used to jumpstart the discovery of the profiles we had created and further help Google to validate our location and services.

Hi Andy, It looks like you need to do some Web Analytics due diligence to identify what caused that spike in conversions. Here is a list of things you can do to help identify the root cause: - Setup Google Analytics Custom Alerts GA's custom alerts do a great job of alerting us of unusual spikes / valleys from our traffic. I would suggest setting up custom alerts around your KPIs and business objectives. If you Google about GAs custom alerts, many of the recommended initial alerts are a great place to begin finding some to setup for your website. - Use GA to find the differences in traffic and conversions Although your conversions and traffic are relatively low (we may want to gather more data before concluding that there was a statistical difference in the conversion data), we could begin to analyze the traffic through understanding the sources it came from, specific campaigns that converted (make sure to be tagging your links accordingly!), qty of products ordered, maybe a new referral source contributed to the new conversions, ect. - Do some keyword analysis Did your new customers come from a specific source on a related topic? Did specific terms send new traffic to your sales page that converted well that day? In order to find insights into changes, we need to make sure that we're properly tracking and measuring our traffic and acquisition strategies. Many times when there doesn't seem to be a definitive answer, it's because we haven't set ourselves up for success when measuring our campaigns and goals.