Masterlink Interactive Blog

Facts and strategies are cheap in the search engine optimization (SEO) world, as one day’s success-certified SEO formula is the next day’s waste of code.

Last week, we talked briefly about how Google’s increasing emphasis on local search could dramatically change SEO. Specifically, we showed how the page placement of local search results (the Google map, local listings and user-ratings) could sometimes push otherwise perfectly optimized websites further down in the search rankings. Worse page placement could equal less incentive to spend a bunch of time and energy getting such a page to the top.

Amazing how rapidly things can change.

SEO watchers around the web noticed this week that Google has already started experimenting with different page placements of local search results. According to Mike Blumenthal’s Understanding Google Maps & Local Search, some of the tinkerings include:

1) The Places listings are BIGGER and look like the organic results except they have a map pin.

2) As you scroll down the MAP scrolls with you. So even when you are at bottom of page in the organic listings the map moves down and shows on right.

3) ONLY 7 (purely) organic listings show and in this instance most are directories or assn. Only 2 are Dentists.

4) To get on the top TWO screens you need to be in local. Most of the organic are 2 screens BELOW the fold.

5) Reviews are more prominent

6) Link to Place Page is marked as such, instead of just “More Info” which means better branding and name recognition for Google Places

7) It’s pulling meta description from the site – just like organic.

PLUS it adds some snippets from reviews on the Place page. So best of both worlds and BIGGER!

Click to Enlarge

In this format, the best-optimized websites are back on top… at least, of course, until Google decides to experiment with placing the local search results in a different spot. Or perhaps mix in a variety of placements, based on the importance of local search to that particular query. Or at least until a new, innovative way of organizing and accessing information emerges.

Two points:

1. As always, fundamentals matter the most when it comes to SEO, and an effective, well-designed site that gets shared around by clients and customers will grab the attention of the search engines one way or another.

2. Even if Google and the other search engines tinker with the placement of local search results, don’t expect them to ever minimize the importance of local search. It’s here to stay, even if the algorithm and factors the search engines love most might change.

It’s something we’re watching very closely, because local search can have huge implications for your company’s Internet marketing strategy. Stay tuned…

Search engine optimization around location increasingly matters. Here’s what you need to know:

What is it?

It’s optimization for searches that take into account location—of both the searcher and the local business—as well as other, more traditional searching factors. According to Google, 73 percent of all online activity relates to local content. Each of the major search engines now routinely mix local elements in with regular search results.

What’s led to its development?

The rise of smartphones and mobile web usage. The growing integration of web-usage into all areas of life and business. The demands of a more web-savvy public.

But also just the basic mission of the search engines: as we talk about often at Masterlink, their primary goal to get you the best, most accurate, most valued-by-the-wider-web-community information possible at any specific place or time. And if such best possible information can be tailored to your current location, then they’re going to try to get you that as well.

How does it work?

So let’s say while out on the town you get an urgent craving to slurp down some spicy green curry—Google is waiting, wok in hand. Search for “Thai food in Dallas,” and you get a result that looks something like this:

Boom: Directions. Prices. Reviews. Phone numbers. Links to websites and access to menus. Everything a customer could want short of a ticket to Bangkok.

But even if your office location doesn’t really matter — say, you’re a Dallas web design and Internet marketing company working for small businesses all across the city as well as nationally — location SEO still matters. Why? Trust. Familiarity. Community pride. The fundamentals of good business are still, well, fundamental. And customers and clients will still value the ability to meet you in a concrete location and build that business relationship.

How does it change SEO?

Look back at that Thai food listings. Let’s say you owned a local tom yum shop, and had worked really hard over the past year to get your site listed at the top of the search rankings. Suddenly, with the local business results occupying the top of the page, your well-respected, well-linked, well-optimized site might find itself in the middle of bottom of the page.

Furthermore, users are increasingly likely to look for more narrow results when it comes to location searches. So instead of “Thai Food in Dallas,” check out “Thai food in Plano.” The results change. A site perfectly optimized for a larger, more competitive area might get missed by more specific searches.

What can I do?

We’ll talk more extensively about this in the coming weeks. But here are some basics:

1. Register

The obvious first step is to register your business (even if you don’t yet have a website) with mainstream search engines like Google, Yahoo, and Bing. Also make sure your business is listed on directories like Yelp and Citysearch, plus more traditional paid listings like Superpages.com and Yellowpages.com.

2. Spread the (Your Own) Good News
After registering, ask your best clients to write reviews. Ratings and reviews are one of the first factors clicked on by searchers.

3. Experiment. Have Fun With It. Just Don’t Forget About SEO Basics.
Since location searching is still relatively new, there’s plenty of space for exploration about what boosts rankings. But the game hasn’t completely started over, and all the standard elements that search engines love still matter the most. The location-specific elements are just a new twist on an ever evolving marketing arena.

Here’s your new search engine optimization strategy:

1. Build a company that is valued by your customers and clients.
2. Build a smart, effective site that highlights this value.
3. Build a company that is valued by your customers and clients.
4. No, really, build a great company.

Here’s why:

A few weeks ago, we mentioned that Google had made a small tweak in the search algorithm, referred to as “Mayday”, and that such tiny changes in the formula could mean significant drops in search engine rankings for companies that focus more site optimization than on what the site actually offers to customers and clients.

Apparently, it happened as expected.

According to Web Pro News:

Google’s recent algorithm update, nicknamed “Mayday” by webmasters got a lot of people riled up, as many claimed it seriously affected their rankings, and potentially their revenues.

[…] Here are a few samples of reader comments from our previous coverage of the update:

“In conjunction with the drop in Google traffic, I have seen a matching drop in clicks out from my site to other sites. So it’s real, and it’s not been rosy to deal with.”

“Every time they make an improvement something else goes wrong.”

“Yes I have worked hard trying to rank and it keeps changing. Decided to go to other methods and forget about Google and their ranking.”

[...] One reader offered some sound advice:

“Never forget the first rules in SEO: It changes all the time. So, Google has made a change, which is not the first one. Do the basics right and you will have a sound long-term strategy.”

In an interview with the site, Google SEO liaison Matt Cutts says: “We’re trying to spot what are the signals of quality, whether for pages or for sites, that really are going to be good for users. [...] So part of what ‘Mayday’ addresses is trying to say ‘How do we return the best sites—the sites we think users are going to like?’”

We agree, and say as much often here at Masterlink Interactive: Focusing your web site’s SEO too much on a single, specific search ranking factor leaves you vulnerable to the whims and business interests of the search engines themselves. Quality sites that visitors love will thrive in a rapidly changing search environment.

This doesn’t mean that understanding the more complicated ins and outs of SEO isn’t important. Quite the contrary—the right tweaks can mean the difference between first page and third. SEO is constantly evolving, and someone (like us!) a little bit obsessed with following and figuring out the industry can benefit your company in a big way.

But web design quality is primary, and a site built solely to please the search engines is bound to fall whenever their algorithms get tweaked. We help you build sites that your customers and clients value, and it’s that element that the search engines are working endlessly to make sure matters most.

Contact us to develop a customized web design, search engine optimization, and comprehensive Internet marketing strategy.

Think of it like a school lunch cafeteria. If you fill up all the kids on cake first, you can’t expect them to stick around for the green bean casserole.

In other words, order matters when it comes to web design and search engine optimization (SEO). As you probably know about SEO, both what you see on the page and what is going on behind the scenes in the source code matter.

On the page, the place where you’ll usually have the most important keywords and anchor text links is in the main body content. In otherwords, that catchy content just below the logos, headlines, and navigation bars that reaches out and pulls visitors further in. It’s there that it’s easiest to creatively and seamlessly target your site around specific keywords and phrases as part of an overall, comprehensive Internet marketing strategy.

In SEO, remember these two basic rules:

Rule No. 1: Higher on the page in the source code is better for stuff that you want Google to notice. Search engines will eat whatever is put in front of them first.

Rule No. 2: If a web page has two links that take you to the same page, only the anchor text (an important signal for search engines) of the first (highest in code) link will be counted.

Here’s why this matters:

Let’s say you run a auto body shop in Dallas. In your site’s body content, you put in an anchor text link for “Dallas auto body repair” (the term for which you expect most potential customers to search) which, if clicked, takes the visitor to your “services” page. It fits your content, and it’s more specific than a more generic search term like, well, “services.” But since there’s already a link in your navigation bar (and therefore higher up in the code) to the “services” page, the “Dallas auto body repair” link won’t get counted by Google. That smart, well-researched search term (”Dallas auto body repair” ) won’t help your SEO as much as it could.

Make sense?

The typical code order for a basic four-section page goes like this:

1. Top bar (navigation, logos)
2. Side bar (links, more navigation)
3. Main body content (catchy, keyword-heavy content and anchor text links)
4. Footer (more navigation)

So in theory, if you flip the main body content and the top bar, you avoid these link conflicts. Google will index your more descriptive, more tailored links from the body content. Similarly, by paying attention to code order in your web design process, you can better control which links on different sidebars will be indexed first.

It sounds simple, but it can amount to a fairly significant overhaul of your site’s code, so the best time to do it is during a major site website redesign, or during the initial development of your website.

Contact us about coding options or a more detailed explanation about how to do this with our expert Dallas website designers. In a competitive SEO market like Dallas, every little bit can help your business stand out.

Talk is dominated by Google when it comes to search engine optimization. It makes sense - even despite Bing’s recent surge in market share and Yahoo’s ability to stay in the game, Google still dominates the industry, responsible for almost 66 percent of all searches.

But Bing, Yahoo, Ask and AOL still matter (that remaining third makes up a hefty piece of the pie), and the logarithm that decides who’s king of the search engine mountain changes for each.

So do we optimize sites for each particular engine? Should you choose a specific search engine, and aim solely for rankings success there? Does one approach fit all?

Here’s how we look at it:

SEO matters in Dallas Internet marketing. Links matter. Keywords matter. Real-time and mobile-friendly web design and search elements increasingly matter, as search engines get better and better at giving you multiple ways to refine your queries. And so we’re following the SEO evolution as close as anyone, and are helping pioneer many of the techniques that are working across the industry.

But at Masterlink Interactive, we’re not obsessed with SEO gimmicks. Instead, we build smart, customized, diverse, dynamic sites that embody sound SEO fundamentals and are still (much, much more importantly) inviting, attractive, and functional for your clients. And our results prove that building that way will pay off in search engine rankings as well. For all search engines, our approach is similar — we research your business, industry, competitors, and associated keywords, and then craft a customized SEO plan for your business that attracts a new base of online customers.

Our sites are the kind that attract links organically (because they’re actually worth sharing). We recommend blogs that we keep your site fresh, linked-to, and full of long-tail keywords. And we understand that SEO is just one aspect of a comprehensive interactive marketing strategy that we’ll help you employ.

Sure, there are a bag full of search engine-specific tricks and tweaks we’ll tailor your site around to keep it ranking high. But the sites we build succeed across the search engine spectrum, and are backed by the in-touch, savvy service needed to keep up with the ever-evolving SEO landscape.

Speed now matters in SEO, according to an announcement on the Google Webmaster Central Blog by by Amit Singhal, Google Fellow and Matt Cutts, Principal Engineer, Google Search Quality Team.  The search engine behemoth revealed that it will start factoring in website speed (how quickly a website responds to web requests) into its search results algorithm - a decision based on split seconds it thinks have no business being wasted.

Google recently added Site Performance and Page Speed suggestions in Google Webmaster Tools accounts and actually indicated it would start tinkering with the idea a of speed as a ranking factor last year, and soon realized they were onto something. According to Search Engine Land, Google sees this as a win for both its interests and those of the wider web.

In addition to the numerous studies over the years that show Internet users prefer fast pages, Singhal says Google ran its own testing on how users respond to page speed, including experiments on Google.com. Singhal and Cutts point to a June 2009 blog post on the Google Research Blog that talked about how Google purposely slowed down its search results to measure the impact on search behavior.

All other things being equal, more usage, as measured by number of searches, reflects more satisfied users. Our experiments demonstrate that slowing down the search results page by 100 to 400 milliseconds has a measurable impact on the number of searches per user of -0.2% to -0.6% (averaged over four or six weeks depending on the experiment). That’s 0.2% to 0.6% fewer searches for changes under half a second!

“When we slow our own users down [on Google.com], we see less engagement,” Singhal says. “Users love fast sites. A faster web is a good thing all around.”

Speed makes for an interesting SEO factor, because it’s one of the few that directly rewards website performance (as opposed to design factors like site architecture and keywords). And it’s a reminder of what good search engines try to do: give searchers quick, accurate access to the best and most relevent information they’re looking for. Slow sites inhibit that goal.

So here’s a few tips for keeping your website humming:

1. Consider SEO ramifications before adding heavy, unnecessary features — especially if the benefits of such features are unproven (we think a sleek, uncluttered web design looks better, anyway).

2. Tinker with tools. Google has a bag full of tricks that can help “make the web faster” in addition to the specific page speed suggestions provided in Google Webmaster Tools.

3. Limit HTTP requests. According to the Yahoo Developer Network: “80% of the end-user response time is spent on the front-end. Most of this time is tied up in downloading all the components in the page: images, stylesheets, scripts, Flash, etc. Reducing the number of components in turn reduces the number of HTTP requests required to render the page. This is the key to faster pages.”

Google recently announced another big change in how they will be presenting search results. They are extending their Personalized Search to everyone, this means all Google users, whether logged in or not, will start seeing personalized results.

Google explains Personalized Search:

For example, since I always search for [recipes] and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes. Other times, when I’m looking for news about Cornell University’s sports teams, I search for [big red]. Because I frequently click on www.cornellbigred.com, Google might show me this result first, instead of the Big Red soda company or others.

The customized search results are based upon 180 days of search activity linked to an anonymous cookie in your browser. And you can tell when customized results are being shown because a “View customizations” link will appear on the top right of the search results page. Clicking the link will let you see how Google customized your search results and also let you turn off the customization. But I’m guessing the average “Joe web surfer” won’t know about the personalizations or how to turn them off.

Previously Personalized Search was only provided to users who were logged into a Google account and had Web history enabled (Google has it turned on by default when creating a new account).  This caused some confusion with many of our Dallas SEO clients as they began to see their own site rankings fall in the search results pages for their major keywords. Clients would call in a panic about their rankings and I would explain about Personalized Search and most of the time the client was logged into Google and once they logged out their own site was back to ranking where they had previously seen it. Turns out these clients had been studying their competition’s websites for their main keywords and were not clicking on their own sites, so Google assumed they actually preferred the competitor’s sites over their own.

So what does this mean for SEO?

As WebProNews puts it:

Naturally, when Google announces any significant changes to the way users get their search results, the search engine optimization community must take notice, and must consider what said changes mean for them. If people start getting more results that are specifically tailored to their own tastes, it could be harder for businsses to reach those people through traditional SEO tactics. That’s one way of looking at it. Another way is this: Google always makes changes, but there are always ways to adapt.

Rest assured the internet marketing team at MasterLink is keeping abreast of the changes at Google. I don’t personally foresee this affecting the way we preform SEO, but may increase the need for social media marketing on sites like Facebook and Twitter to reach your targeted audience.

The biggest change I see happening is that focusing on keyword rankings to gauge a SEO campaign’s success will become completely irrelevant as everyone will be seeing different results for the exact same queries based on past browsing history (if they have not figured out how to turn it off). So, as always, but even more so now, we will focus on actual results that show a positive ROI to determine success. Is your site gaining traffic for your top keywords as well as long tail keyword phrases? Are you getting more conversions, sales, leads from your website? These are the types of statistics a results-orientated, ROI-focused SEO campaign should be tracking. SEO for rankings is dead!

Recently Adobe, the software provider of Flash, announced it is providing optimized Adobe Flash Player technology to Google and Yahoo! The new development is said to improve search results for Rich Internet Applications (RIAs) in the Flash file format.

Adobe explained on their website:

“This will provide more relevant automatic search rankings of the millions of RIAs and other dynamic content that run in Adobe Flash Player. Moving forward, RIA developers and rich web content producers won’t need to amend existing and future content to make it searchable—they can now be confident that it can be found by users around the globe.”

That all sounds great, but I wouldn’t go and redesign your CSS and HTML developed site for an all Flash experience just yet.

There are still many issues to consider that can prevent the search engines from treating your Flash content as regular HTML text. Back when Al Gore created the internet it started as primarily text based pages. The search engine algorithms were built around analyzing that text. And that has not changed.

Search engines may now be able to access the text within a Flash file but they cannot quite process it as they do HTML text. They still look in the HTML for important meta data used to structure the HTML. This information can include the title tag, the formatting code as in H1, bolded text and lists as well as image alt tags.

In addition to the limits of processing text in Flash, the search engines will have problems with the lack of unique URLs found in Flash sites. Many times a Flash site is all contained within the homepage URL. As you navigate through the site the URL never changes. This means all of the text processed by the search engines will have to be indexed as one single page. It also means that they may not process all of the text in the site as they will not execute all of the actions within the Flash.

The indexing of Flash text may also cause less than ideal user experiences. As the search engines find text within the Flash site not contained in the first level a visitor may discover the site in the search results only to find once they click through that the text they’re searching for is not there. Rather than trying to navigate though the site to find what they’re looking for they’ll likely click the back button to find a page that has that info right away.

Now I’m not saying all Flash is bad. We create Flash animations on many of our web site designs. And since we are also search engine optimization company our designers typically limit the Flash portion to a small animated banner at the top of a page that has images and text. The text not being that important for search engines as we make sure the sites and pages all have plenty of unique indexable HTML text content to feed to the search engines. This type of Flash use has never been a big concern for us and still isn’t. The concerns would be for those sites whose entire development was done in Flash. I’m not betting on those sites magically ranking for competitive terms suddenly.

Last week I found 2 copies of the Yellow Pages, yes 2 delivered on different days, on my doorstep. You remember Yellow Pages, right? Those huge, thick old style books printed on real paper from trees that you used to have to flip through endlessly trying to find a location or phone number. Antiques, I know. I threw them away, or rather recycled them of course, not knowing I may actually need one one day. I can’t remember the last time I did need one. With a world of information at my fingertips anytime I need or want it why would I need this relic? After all, all I need to do is type a few words into Google and they’ll do the searching for me and present me with the best, most relevant information. Right? Well, not if your business isn’t optimized on the web.

So last night I was looking for dinner. My boyfriend unfortunately got to pick dinner for the night, which of course was fried chicken, my least favorite. Well, I thought we must find a chicken joint that serves macaroni and cheese. If I’m forced to eat fried chicken there better be some cheese involved because, being from Wisconsin I know that it’s not really food if it doesn’t have cheese on it. But I digress. My boyfriend and I both knew there was a fast food chicken joint up the road from us but we couldn’t agree on which one it was.

So, my search began. My boyfriend thought it was a Popeye’s Chicken. So, I Googled Popeye’s Chicken. The URL for the first result looked promising enough, www.popeyeschicken.com, but in the search results the title only said “WELCOME TO POPEYES!” Woah! First of all quit screaming at me (using all caps can give that impression on your users) and second of all where’s the “fried chicken”? I guess they don’t want people to find them when searching for fried chicken. I clicked through to the site and found the entire site is in flash so the search engines have know idea what this site is about. I navigate my way through the flash and find the menu. No mac & cheese. Bummer.

Okay, on to Church’s Chicken. Googling Churchs Chicken, the search results show www.churchs.com, good. The title is simply “Church’s Chicken”, at least we know they have chicken. Now, this site is all flash too. Except more annoying as it has all these fancy effects and sounds. I navigate to the menu and wait for the animations to load and find - no mac & cheese!

Okay, obviously I’m not going to get my cheese with dinner. So, while still on the Church’s Chicken site I decide to check the locator to determine if it’s a Church’s up the street. I type in Dallas, TX and the website tells me there are no restaurants in Dallas, TX. Come on now, it’s Texas! Of course there are Church’s Chicken…and many at that.

Frustrated now, I search for Churchs Chicken Dallas. Google results display a map at the top of the page and 10 links for various Church’s locations all linking to churchs.com where the locator did not work. I click though to the map and see there’s no restaurant indicated in my area. Okay, maybe that was a Popeye’s after all. I Google Popeyes Chicken Dallas and I get the map results where they are all linking to www.popeyes.com instead of popeyeschicken.com. I opt for avoiding yet another dead end site and click through to the Google map. But there’s no Popeye’s Chicken near me anywhere!

About ready to give up on this whole internet thing (yes, I know that would leave me jobless), I give popeyes.com a chance. What do you know, another flash site. Yippee! This site is different from the first so I check the previous site and finally notice that popeyeschicken.com is only for the Washington DC area, yet it ranks for Popeyes Chicken above the main Popeye’s Chicken site which I didn’t even notice in my search. Oy! Moving on, I find a link to a locator on popeyes.com in the flash menu. This prompts my browser’s pop up blocker to bleep at me. Oh boy, here we go. I go back and this time opt to click on the text link in the footer (yay! at least they have this!). Finally, popeyes.com gets something right and I am taken to a locator that when Dallas, TX is entered it returns results. And there it was, a fried chicken joint up the street. I decided to check the menu on this Popeye’s site and low and behold - mac & cheese. Glorious!!!

So, yeah about 30 minutes or more later I got what I was looking for, or so I thought. I think I might have found it faster in the old Yellow Pages. I’m obviously a very experienced internet user and searcher and I had all these problems. I’m sure I would’ve given up had I not been a curious SEO but a “normal” person.

What I learned from this is that no matter how big your business is, no matter whether you are local or international you absolutely need to use internet marketing services to position yourself to be in front of your customers faces when they are actively looking for you. If you have a business with multiple locations, make sure your business and all physical addresses are verified with Google Maps. If I was an average internet user looking for fried chicken and mac & cheese in Dallas I would’ve just gone to the nearest KFC and skipped all the hassle I went through.

Finally, it’s also important to make sure your website accurately reflects your products and services. If you discontinue or no longer carry an item, take it off the website. Nobody likes to get excited about finding you have mac & cheese on your online menu only to go to your store and find no such thing.

Yes, I was eventually successful at locating a chicken joint with mac & cheese near me, but did I accomplish what I set out to do? Sadly, no. I was like a mouse racing for the cheese at the end of an obstacle course only to have it removed just as I arrived. My local Popeyes had no mac & cheese on the menu when we got there. So after all my searching I had clearly wasted my time and am not going to be interested in fried chicken again any time soon.

As more companies are increasingly using organic search marketing to promote their products and services, it can be more difficult to achieve the higher rankings for generic terms that everyone else in your industry is pursuing. While essentially any search engine ranking is achievable given the right amount of time, money and resources, you need to decide whether the additional effort involved is worth it, considering you can get overall better results from a campaign by making sure that a high percentage of people that are typing keyphrases into search engines are looking for exactly what you have to offer.

A good way to accomplish this is by including keyword modifiers, or additional descriptive words, in the keyphrases that you target on your site. This helps to make sure that the traffic that comes to your site is highly targeted, meaning they are looking for exactly what you are offering and are therefore much more likely to convert by making a purchase or filling out a form. By including descriptive words you are targeting what is called the “long tail” of search.

To illustrate this, suppose your web site sells cars, but specifically specializes in selling used cars to people in the Dallas Metroplex area who possibly have bad credit. Since we are selling cars we could definitely say that we want the site to rank for the most general keyword “cars”. But in doing so, we could be spending time on generating traffic that is not even interested in your site. For instance some visitors may have been looking to “rent luxury cars” or for a company that performs “repairs on import cars”. These visitors will go back to the search results to find what they were looking for. The time, money and effort spent on ranking your site for the keyword “cars” was not the wisest choice. The better strategy would have been to optimize for keyphrases like “buy used cars dallas” and “dallas bad credit car loans”, etc.

As you can see, the more words that searchers add to their query, the more qualified they become. Someone searching for “landscape” may be looking for landscape photos or for employment as a landscaper. The point is, it’s hard to tell. When they start adding words to their query they are coming closer to finding exactly what they want. In this scenario, when the searcher uses “Dallas residential landscape company”, we know that this person is actually looking for a company in Dallas that provides residential landscaping services. This searcher is decidedly more qualified as a potential landscape services client.

Finding keywords that are shown to have 5,000, or even 500 searches a day can feel like discovering gold. However, these “popular” search terms only account for less than 30% of total internet searches. The other 70% of searches are the “long tail” which consists of millions of unique searches that may only be searched for a few times in a day, but, when totaled, they make up the majority of the world’s searches in the search engines.

To make it even more interesting, 25% of Google’s total user queries are unique, meaning they have never been searched for before. Long tail searches are becoming more and more common; a recent report now shows that the average Google query consists of 4 words and not 3. That’s up for the first time ever as of Q4 2007, from the long-time 3 word per query Google user average.

So as searchers become more sophisticated in their search engine use by adding more words to their queries to find the most relative content, it enables us to target these long tail keyphrases to drive a higher percentage of targeted traffic to your site. Targeted traffic = qualified customers = more conversions.