Synopsis — Too many online marketers lose sight of the fact that SEO is ultimately about creating opportunities for business, not just getting more traffic to the site. There are many complexities around traffic that need to be considered, as well as the reality that there is a lot of bad traffic out there. More traffic is not always the answer. In his article, “Beyond Traffic — Making SEO Meaningful with Better Measurement,” Gary Angel discusses four key factors that lie behind creating opportunities and more meaningful SEO engagement.
The four factors are:
1. Optimizing Traffic
2. Quality of Traffic
4. Site Efficiency
With each factor, Gary delves into the the issues involved and offers some tips for making each work to your advantage. Measurement is the overriding element that will enable you to see beyond the broad view of traffic and into the nitty-gritty nuances that will help you find the most effective mix for your website.