Google's John Mueller shared his thoughts on the traffic metric and how SEOs should use it
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Google’s recent Search Off the Record podcast discussed the important details of SEO, including a thought provoking segment about how SEOs can benefit from realign their thoughts about traffic with other possibly more important goals.
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Traffic As A Measure Of Success? One of the most misinformed things that search marketers do is measure their success by citing traffic statistics.
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We’ve all seen the posts on Facebook or the articles on blogs, where a search marketer relates how they did X for a client and traffic exploded exponentially within months.
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Link builders use traffic as a metric of success, content writers do it, SEOs do it.
The question that goes through my mind when I see that is, well, what effect did that have on sales or ad clicks?
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Because if earnings remain flat then the traffic increase probably doesn’t matter and probably neither did the SEO work done for that traffic.
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Ask any Pay Per Click expert or any affiliate marketer about the importance of conversions versus traffic and the response is clear: conversions are everything, not traffic.