Optimize for More Qualified Traffic

By Deane Barker on December 29, 2006

Optimizing your site for less traffic: Interesting point that’s awfully obvious, but roundly ignored: don’t optimize for more traffic, optimize for better qualified traffic. (Unless, of course, you’re pushing advertising and you just need eyeballs.)

A few years ago, we made a choice to re-optimize our corporate site, electricpulp.com, to all but ignore our most common search terms (sioux falls web site designers.) And as you might expect, we perform very poorly in an organic search for that phrase today.

[…] The phrase we targeted instead was “Interactive Agency.” And while we likely get fewer queries on the phrase, these leads are far more qualified in terms of scale and fit for [ep].