Boost Website Traffic by Auditing your Keyword Optimization. Why Are Keywords so Important? Building the perfect website is only the first step in getting people to notice your company, products, or services. If no one can find your website, and no one is visiting your website, there’s no point in having a website at all. So the real key to getting your website to work the way you want it to is by getting it in front of as many eyes as possible. And the key to making your site accessible to as many people as possible is search engine optimization. There are a number of things you can do to optimize your site, like make sure your site structure is clean and get as many people to link to you as possible. But search engines love text. And the more relevant text you can provide, the better. That’s why you need to understand which keywords people are searching for online and which ones are going to give you the most traffic. Analyzing Keywords and Conversions Keyword rankings and conversions are great metrics to use to judge the success of a SEO campaign. However, they don’t give the whole picture. No data point alone will. Analyzing data and metrics thoroughly can be confusing and time consuming, but Fruition's expert search optimization staff can ensure high performing keywords with regular focus on your campaign. Organic non-branded keyword traffic is one of the best at-a-glance metrics you can use to track how well your SEO campaign is going. That is non-paid search traffic that filters out keywords that are unique to your business name or specific individuals within your organization (applicable for lawyers, doctors, etc). The reason this data is useful is because if a user is searching on a branded keyword, they are probably going to find your site without you doing any SEO work.