Yes, traffic matters, but it’s only part of the puzzle. We need to remember not to treat it like the endgame.
Let’s talk about something we see way too often in online marketing: the obsession with traffic. Of course watching the numbers go up can feel like a win. But if we’re focusing more on volume than the actual human visitors behind that traffic, we’re missing the point.
So many SEO strategies seem to be just to “get more users to the site”, as if the job is done once someone lands on a page. But that’s just the start.
If we’re creating content purely to chase traffic, without a plan for what those visitors are supposed to do once they get there, we’re wasting our energy. It’s like organising a party and forgetting to provide food or music: we got them in the door, but now what?
The right audience
A high-ranking page is only valuable if it attracts and engages the right audience. That means thinking about what stage of the buying process they’re in, what questions they have, what problems they’re trying to solve, and giving them a clear next step.
Whether someone’s just discovering our company or they’re ready to make an enquiry, our content should act like a friendly guide, showing them where to go next. So yes, traffic matters, but it’s only part of the puzzle. We need to remember not to treat it like the endgame.