“More traffic” is not a business goal

knowledgeecosystem:

clipped from conversationmarketing.com

But quality matters more

‘More traffic’ is not a business goal. So search traffic quality is more important than quantity.

‘Quality’ is determined by search traffic’s direct contribution to the growth of the business. Nothing else matters.

SEOs aren’t in the traffic business, either. We’re in the business growth business. […]

Traffic will shrink

I’ve talked about the big shift from index to aggregator that most search engines are making.

That’s going to reduce traffic. It won’t reduce attention, though. […]

Conversion will rule

If you do a fantastic job of search engine optimization but the web site is a pile of steaming poop, you’ll still end up fired.

No conversions = no quality

No quality = no benefit

No benefit = you’re FIRED

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