Eli Schwartz

People knew that Gmail doesn't connect to Salesforce, they know Salesforce doesn't connect to Gmail, but they're looking for ways to pair it together. So what if we created as a product a marketing way to showcase that this product of zapping Gmail to Salesforce exists?

Total waste of time. Unless there's a reason for it. So if you're a media company and traffic means that that number keeps going up, then yes, it matters. But if you are driving leads and that traffic number goes up, you're not driving more leads from SEO. You're getting worthless traffic.

Really understanding what is it that you're trying to do with SEO traffic, that's your conversion metric. So it could be MQLs, could be page use, could be dollar conversions, it could be people picking up the phone or watching the video, but it has to be some sort of conversion.

I think step one is the step that almost everyone misses on SEO, which is be the user. Try to understand who your user is.

Think of SEO as a product. The product managers are the people that should be thinking about this SEO question because it's a product question.