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A number of factors influence the success or failure of an SEO campaign, but business results, or increased conversions, is the bottom line. Factors like, impressions in search results, keyword ranking, and overall traffic should all contribute to more website visitors that convert.
I came across this older discussion and wanted to add that I’ve been looking more at engagement metrics lately, like time on page and repeat visits, to understand if the traffic I’m getting is actually interested. Has anyone here seen a strong link between engagement and later conversions?
I usually keep my eye on whether the extra impressions and rankings actually turn into people taking action on the site, since those numbers alone can feel like fool’s gold. Playing around with ideas from Law Firm SEO by Gerrid Smith helped me think more about tying traffic to real conversions instead of chasing vanity stats, and that shift made things a lot clearer for me.