[Silhouette]

Google is so powerful you can't do without them

I wonder how true that assumption really is any more. The quality of traffic Google drives to sites I operate is very low compared to all other major sources, with much less engagement by any metric you like, notably including conversions. The only reliable exception is when we're running marketing campaigns in other places, which often result in spikes in both direct visitors landing on our homepage and search engine visitors arriving at our general landing pages.

There is this conventional wisdom that SEO, and in particular playing by Google's rules to rank highly in its results pages, is the only way you can run a viable commercial site these days. Our experience has been exactly the opposite: our SEO is actually quite effective, in that we do rank very highly for many relevant search terms, but it makes a relatively small contribution to anything that matters. And really, when I write "SEO" here, I'm only talking about general good practices like being fast, having a good information architecture and working well on different devices. We don't change the structure of our pages just because Google's latest blog post says X or Y is now considered a "best practice" or anything like that.

Of course I have no way to know how representative our experience is. YMMV.

[milesskorpen]

It is a very significant part of our business.