Numbers don’t lie. But they can be misleading. Whenever you are optimizing a site don’t be blinded by the sheer amount of traffic that you collect. Search engine optimization is about relevancy. Just like a paid campaign, you want the users to land on a relevant page. Why? Not only will this increase conversions and higher your quality score (if you’re running a ppc campaign), but the user will have a better experience on your site – which means they might return.
If the user lands on your site and finds nothing relevant, it will leave a bad taste in their mouths. If they see you in the results again and they remember you, it is less likely that they will click on your link.
So, in the end, it all comes down to relevancy. Optimize your pages around one, maybe two keywords to ensure that when a user lands on your page, they get what they are looking for. Leave more generic terms for the homepage and shallow pages. Make sure to create deeper pages for long-tail keyword terms. Remember that traffic on its own isn’t the goal of a successful campaign. It’s more important to have quality traffic that converts.
