Optimizing for traffic quality

In addition to seeking better rankings, search engine optimization is also concerned with traffic quality. Traffic quality is measured by how often a visitor using a specific keyword phrase leads to a desired conversion action , such as making a purchase, viewing or downloading a certain page, requesting further information, signing up for a newsletter, or taking some other specific action.

By improving the quality of a page's search listings, more searchers may select that page, and those searchers may be more likely to convert. Examples of SEO tactics to improve traffic quality include writing attention-grabbing titles, adding accurate meta descriptions , and choosing a domain and URL that improve the site's branding.