The Power of digital pr
Dive into the digital age where your brand's story becomes a global sensation overnight.
Content alone is no longer king
For over two decades, content has been king. We’ve seen it all—from blogs and videos to newsletters and podcasts. Humans, at their core, are information-seekers. We love content. But the question remains: does driving traffic through content truly matter for SEO?
The simple answer: not all traffic is created equal.
In today's SEO landscape, many strategists believe that any traffic is good traffic. If it leads to an email signup, they consider it a win. But that’s an outdated and inefficient way of thinking. Here's the hard truth: traffic for the sake of traffic is just vanity. What really matters is profit.
In 2021, we managed to boost a client's website traffic by 90% in just a few months. Thousands of new visitors came to the site daily, but the revenue didn’t budge. The client, rightfully, challenged us with a simple demand: “We want more leads.”
That's when we pivoted. Instead of focusing on generating more traffic, we concentrated on attracting the right kind of traffic—those ready to make a purchase. We created specific landing pages aimed directly at people with buying intent. The result? We doubled the business’s revenue, even as the website's traffic decreased.
What this taught us is clear: the right kind of traffic beats sheer volume every time.
We didn't abandon content creation altogether; we just shifted our focus. We started creating content specifically designed to attract and retain our ideal audience. Our aim was to transform our client’s website into a place where potential buyers and prospects wanted to spend time—a space that was not only easy to find but also memorable.
This strategy boils down to three key principles:
- Be found through search once.
- Be searched for twice.
- Be searched for first.
Even today, this client continues to grow, thanks to our solid in-house team. At the core of their success is a straightforward approach: be easy to find and easy to remember for those you want to serve.
Here's a mantra to assess your own marketing efforts:
"Does this activity help us to—
a) increase the chances that a prospect will think of us in a buying situation, and
b) make it easier for prospects to find us when they are ready to buy?"
Notice that I haven’t mentioned traffic growth. Why? Because traffic is only meaningful in the right context. We’re stepping into a new era of SEO—one that requires us to discard outdated strategies and embrace approaches grounded in marketing science.
The future of SEO is clear: it’s about driving client revenue, not just traffic.
SEO should always have been about growing the bottom line, and now it’s time for that to become the universal approach. As an industry, we need to elevate the conversation. SEO is not just about search rankings—it’s about revenue growth. SEO is a game-changer. It’s maturing, and it’s time for grown-up conversations about its real value.
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