Generating more traffic to a website is one of the important aspects of organic search optimization.
After all, it’s our job as SEO professionals to do this.
It’s our role to get more eyeballs on a client’s website by implementing various technical optimizations, strategic content plans, off-page recommendations, and so on.
Every SEO report highlights organic traffic. This metric is one of the pillar key performance indicators, right?
While driving increased traffic to a website is foundational as part of a solidified organic strategy, it’s also important to remember that increased organic traffic does not necessarily translate into a net positive.
The following scenarios are examples of when driving more traffic is not better for a business.
1. Users Are Not Finding What They Are After & There Is an Intent Mismatch
This one is straightforward.
Let’s say a visitor is searching for a specific query; your site is ranking highly for that query and they click on a result that leads to a page on your website.
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However, the page they reach does not match the intent of what they were looking for and they quickly leave.
This is not a positive experience for the searcher, as the result does not match the user’s intent.
We know that Google’s algorithm is constantly improving to show the results that best match a user’s query, but it’s not 100% perfect.
If a searcher is looking for something, comes to your website, generates more traffic, but then quickly leaves because the content of your