I’ve been doing some consulting work for a digital media agency.

They do, amongst other things, search engine optimisation for companies, predominantly in the travel industry.

I’ve done SEO work for their clients, with the objective in mind of helping the client maximise their conversions. I couldn’t work out why I was coming to “blows” with the Agency… until I realised we were aiming for different objectives.

They view their main KPI as increasing the traffic to a website.

In reality, they need to focus on ‘conversions’ rather than ‘popularity’. It costs time and effort to gain every single new visitor.

Perhaps your website could be more profitable if you focused less on quantity, and more on quality.