Backlinks: Are they dead?

What is a backlink? According to wikipedia.com:

Backlinks, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node.

Inbound links were originally important (before the emergence of search engines) as a primary means of web navigation; today, their significance lies in search engine optimization (SEO). The number of backlinks is one indication of the popularity or importance of that website or page (for example, this is one of the factors considered by Google to determine the Page Rank of a webpage). Outside of SEO, the backlinks of a webpage may be of significant personal, cultural or semantic interest: they indicate who is paying attention to that page.

The question whether or not backlinking as a legitimate SEO strategy is really dead is answered with a straight NO.

A discussion similar as this has been going on in Quora and  below are two of the best answers:

No. Acquiring backlinks as a legitimate SEO strategy is not dead.

What is dead is spam based and anchor text based backlinks from non-authority sites whose sole purpose is to add nothing but another link.

Panda and Penguin took care of these by hammering content farms like eZine Articles and platforms like Build My Rank.

Quality backlinks are vital to the success of any website and the metric needed to gain quality backlinks is simple:

Create quality content and share it exponentially. Become a legitimate authority and resource that provides value. Give to get.

Vincent Polisi

Backlinks that scale easily and that don’t also add value for searchers have been dying for a long time. If you find a methodology that scales nicely, that’s relatively easy to perform, and that has little impact on whether your brand is more respected, your site is better quality, or your visitors will be more delighted, you can bet that Google will eventually shut its value down.

Google (and every search engine) needs to count only the links that are truly indications that the site/page/brand is a better choice to rank than any others. For the last 15 years in search, they’ve been moving closer and closer to that reality, and as a result, SEO has been getting more challenging, more nuanced, and less fire-and-forget.

All the said, building links is not dead. I just skimmed through the last dozen posts here: http://moz.com/blog/category/lin… and every one of them has tons of valuable, useful tactics that still work. They don’t scale very nicely. They aren’t particularly easy to perform. And many of them require upgrading your site, your content, your relationships, and/or your brand’s reach.

The good part about this is that the more challenging link building gets, the more valuable it becomes, and the greater the demand for those who can do it right. SEOs who can step up to this challenge should be cheering these changes (as should searchers, who’ll benefit from better quality results).

Rand Fishkin

Top ways to increase traffic on your website

 

 

It is very difficult to make your website appear in “front-row” SEO. You need to devote time and effort to accomplish this tasks. In this article I would like to share the things I usually do in increase traffic on my website.

Here are the following:

1. Determine your Keywords
This here is the trickiest part in SEO because there are countless words you can think to input as a key for a search. Now, how do you determine the proper keywords to get that niche above your competitors?

  • Think like a customer
    If you were the customer and you want to purchase or know something from that company, then how would you search for it?
  • Find out what keywords your competitors use
    To get ahead of your competition, it is important to be at the same level as them first. Be resourceful and creative.
  • Make a big list and test it
    Write every keywords you had thought of and those which you found out and then test them on Keyword Explorer to figure out which ones are high in volume and low in competition.

2. Optimize site for keywords
Start by putting keywords in the name of your business or in the url of your site. Tailor your title and description of your pages to contain these keywords.

For keywords that are very valuable to your business, build landing pages that target those keywords specifically and then build backlinks to them to push those pages as high as possible in the ranking for those keywords.

3. Commit to a long-term SEO strategy
If you want to be better than the rest, then you have to commit. Your commitment must not stop on the four walls of your business but also on your strategies as well.

  • Stick Around
    The longer you are in business and producing quality online content, the more likely you are to pop up in search results for all related keywords. Starting a blog or churning out a bunch of articles is all fine and good, but keeping those activities going for years as opposed to months (or weeks) makes a huge difference.
  • Do some Backlinking
    Backlinks guide readers, researchers, customers back to the link of your website that will increase traffic to it. But be mindful and make sure that your content is good because google tracks how long users spent on your page in order to determine how useful the page was to them, so the better your content is, the higher you rank.
  • Create a Company Blog
    Use the blog to write about your niche, whether it’s construction, beauty or entertainment.
  • Create a community
    Increasing Google traffic is all about answering questions your community finds important. You need to become the authority in your niche. Have your community ask you questions, and you’ll be well on your way to providing high-quality, valuable and useful content.

4. Do you’re Homework
Whether you’re as skilled as you think you are it is always better to search and research for the basics. Never rely too much on your own capacity. READ, INTERACT and REVIEW.

Here is a free beginner’s guide you may use as a reference in SEO: MOZ.com

 

 

Top 5 things to know to successfully land a page

Reaching the online marketing success is ​​the dream of every brand and company. That’s why it is important to have an effective landing page. Your landing page is the most critical step in your funnel because this is where expensive leads are often lost.

You’ve probably heard some of the “secrets” for a successful landing page. After reading a few of them, the articles all start to sound the same: minimal text, attention-grabbing images, strong call-to-action, etc.

Here’s the kicker, though. You can heed all this good advice, but still have a failing landing page when it comes to what really matters.

Even if we can say that the same strategy does not work for everyone, you may want to check the suggestions below:

1. Pay per click advertisement
The pay per click is an effective tool to promote products or services: in relation than building organic traffic, PPC campaign is much faster and easier to implement.

2. SEO
The more frequently your site appears on search engines the more visitors it will receive. Basically, there are things you can do on your site to help your rankings, and things you can do off of your site to improve rankings.

3. E-Mail Marketing
The e-mail marketing is a particular type of direct marketing which uses e-mails as a way to communicate commercial messages. The target can be composed of both potential and existing customers. In the company’s online marketing strategy, the e-mail marketing must have a leading role: because it has low costs, it is fully traceable and, if done in the right way, it is very effective.

4. Integrate Social Media
Social signals improve your search engine rankings. Social shares spread your presence among targeted audience.

  • Be present on all major social networks 
    Make sure you have active accounts on the top social networks.
  • Understand what social networks your target audience prefers, and use them actively
    Not all social networks carry equal weight for all audiences. The big ones are a given — Google+, Twitter, and Facebook.
  • Prominently feature social share buttons on your landing page
    Sharing usually doesn’t happen spontaneously. It happens only when you help it along.

5. High quality content
An effective online marketing also passes through a business website updated with fresh and high quality content. The quality content inspires trust and confidence in your audience. But how do you create a high quality content? Take time to observe the following:

  • Headline and Sub-Headline
    A good headline grabs the visitor’s attention immediately and intrigues him to continue reading. While the sub-headline supports the main headline and compels your reader to continue reading.
  • First Paragraph or bullets
    You may also use collapsing divs in this section. This is where you go “all in” with details about your products benefits and why it out-performs competitors.
  • Proof
    Proof that your product actually works. You can either do this via social media comments or actual proof (e.g. images).
  • Make people want to link to your page
    The more valuable the contents of your page, the more people would want to link it.

Top 15 SEO blogs you should follow

As pointed out, one of the most critical parts in increasing traffic for your website is to commit. Commitment involves research, study and learning. Being aware of the trends and the methods use by others is a key element for your “know-how”. Once established, you can then proceed in building and maintaining high percentage traffic for your site.

Below are list of the top SEO blogs you should follow. I’m certain that whatever internet marketing related questions you might need answers to; these are the best blogs to answer them.

It’s not a perfect list, so I must have missed some excellent blogs. But you can mention any blog you think should have been included in the comment section. If you think your blog ought to have been in this list, do not hesitate to mention it.

1. Backlinko.com
backlinko_logo
Backlinko is run by Brian Dean. The blog publishes tough-to-beat tips tutorials on link building and content marketing. Backlinko is best known for Brian’s breakthrough article on Google’s 200 ranking factors.

2. PointBlankSEO
pointblank
Jon Cooper shares articles on using creativity to gain backlinks, and tutorials on tools that will help your link building efforts.

3. Vertical Measures
vertical measures
Vertical Measuers publishes articles on SEO, link building and content marketing. Add VM to your read list and get familiar with awesome link building tips from the pros.

4. Moz.com Blog
MOZ
With a focus on SEO, web marketing and strategies, the Moz Blog features contributions from internet marketing experts. The blog is updated daily.

5. SearchEngineWatch
Search Engine Watch

SEW features articles on SEO, search marketing news and updates and general internet marketing topics. The blog is updated on average 3 to 4 times daily.

6. Search Engine Brief
SEBrief
Not only does SEB provide readers with articles and blog posts about SEO, SEM, PPC and link building, but it also provides the site in four different languages for international readers.

7. Daily SEO blog
daily-seo-blog
Mani Karthik runs this site and gives readers a slew of information on blogging, SEO trends, startup news and web design.

8. AllFacebook
allfacebook
Is the unofficial Facebook blog, AllFacebook focuses mostly on information in social media.

9.WebSearchGuide
websearchguide
Authored by Gwen Harris, this blog focuses primarily on search tools and search news.

10. Blogstorm
blogstorm
With over 1.2 million readers every year, Blogstorm has become the biggest UK based blog discussing internet marketing and SEO news and strategies.

11. Webmaster Central Blog
google-webmaster-central
If you like your search news to come straight from the horse’s mouth, this is where to get it. Directly from Google, you’ll have access to the latest Google news right when it’s available.

12. John Battelle’s Search Blog
search-blog
Run and authored by John Battelle, this blog is the perfect resource for social media information, small business strategies, and online marketing.

13. GetElastic
get-elastic
This site was named one of the 15 entrepreneur blogs worth reading by the Wall Street Journal. Readers get access to SEO and SEM best practices, detailed how-to’s, and analysis of digital commerce research.

14. 1918
1918
This blog is run by Phil Buckley and focuses on social networking, social media, and SEO information.

15.  Matthew Woodward

Matthew Woodward
Matthew Woodward walks you through how to promote and market a website, and shares tutorials on SEO best practices. Wherever you find yourself on the blog, you’re guaranteed to find high quality marketing materials.Top SEO blogs you should follow

SEO: Moral or immoral?

 

As an Internet Marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

The question presented, is search engine optimization immoral is a hard one. If you tried to search this out you would probably end up in confusing yourself even more. The question of morality depends upon each subject.

There has been a debate about this and if you’ve done your research you will see that in whichever side you’re on, both have a point.

According to Ethan Resnick, “some SEO’s are immoral:

  1.  Users have a reasonable expectation that Search Engine Result Pages will list sites in order of their relevance.
  2. Some SEO techniques make changes to/around a site that are designed to improve the site’s ranking (i.e. it’s perceived relevance to search engines)—​but not its true relevance to users.
  3. Conclusion: Any such techniques deceive search engines and, in turn, their users—​who end up with results that aren’t ranked by true relevance—​and are therefore immoral.

He even goes further by asking:

  1. An interesting question: if you sincerely believe that Google is under-ranking your site, is it ok to deceive Google in order to ultimately provide the end user with what you think are better results?
  2. Premise 1 strikes me as the argument’s weakest link, but I think it’s defensible. If you have any attacks against it, I’d love to hear them.

His ideas are highly criticize by others. But regardless of which, he has a point and rather an interesting observation.

Moreover, what interest me the most is what Rand Fishkin had to say about the question. According to him:

I believe it would be hard to find a human being on the planet who believes that all three aspects of SEO – researching and producing content people want; making content accessible to machines and promoting already accessible content – are a violation of generally accepted moral principles. There are certainly those on the web who take offense to the manipulation inherent in SEO, but I believe that to be intellectually honest, those who do must also accept that this same manipulation exists in all forms of marketing and promotion. From polishing apples in grade school to writing college applications and resumes to optimizing our Facebook photos to ensure that ex-boyfriends/girlfriends see only our good side, life involves marketing.

In a nutshell, the morality of search engine optimization depends on the “how” that determines whether it passes or fails the morality litmus test.

Outsourcing SEO: Needs and Benefits

Let’s first take a look on the needs of SEO:

  • Website design and development.
    A moving target, with new releases, design trends, new products and categories, and seasonal promotions.
  • Search engine marketing.
    Search engine optimization and pay-per-click campaign management.
  • Content marketing.
    Developing content for products, blogs. and your website.
  • Graphic design.
    Banner ads, promotional banners, newsletters, flyers.
  • Social media marketing.
    Developing relationships, conversations, and content that engage with your customers and prospects.
  • Customer service.
    Managing your customer relationships, order issues, phone orders, dealing with returns.
  • Human resources.
    Compliance expertise, recruiting skills.
  • Information technology.
    Managing your networks, computers, and telecommunications devices.
  • Accounting.
    Keeping track of orders, vendors, merchant accounts, PayPal accounts. Plus, there’s cash flow, budgeting, and tax reporting.
  • Operations.
    Inventory, stocking, and fulfillment.
  • Supply chain.
    Selecting products and vendors, managing inventory, lead times.

Even if you are a one or two-person company and doing everything today, at some point there will likely not be enough hours in the day to keep up. Or you will reach a point where you may not have the skills or expertise to do the job as effectively as an expert.

Why Outsourced?

If you hire an outside consultant, service provider, or agency to manage a portion of your business, that is outsourcing.

What are the benefit of outsourcing?

Here is a thorough and well thought of benefits compiled by vtech-seo.com:

  1. One of the biggest advantages of outsourcing the SEO of your website to an agency is that you get a team of experienced SEO professionals, with diverse skills, who work on your website to improve its search engine rankings. Since the team only concentrates on SEO, they will keep themselves updated with the latest trends and changes in the industry and share it with each other. They will come up with SEO strategies keeping these trends in mind.
  2. Since SEO firms work with a large number of clients with diverse needs, they will have the experience of dealing with different kinds of businesses, SEO situations and market dynamics. This wider perspective can be invaluable while competing for visibility against other websites.
  3. Outsourcing SEO to an agency means you do not have to spend time and money on an in-house team, purchasing new tools and / or learning. The value of time and effort saved can far outweigh the cost of outsourcing SEO.
  4. Since the SEO of your website is handled by an outsourced SEO firm, they will not be affected by the pressures and pulls of other marketing requirements. Your SEO will continue to get concerted attention that may get compromised by other marketing requirements with an in-house SEO team.
  5. By outsourcing SEO, you would get a team of SEO professionals to work on your website. This means that tasks that would have taken longer to be completed by one or two individuals will be done faster, leading to quicker results.
  6. The business focus of any SEO firm is SEO whereas your business focus would be the overall marketing of your business and not SEO. By outsourcing SEO, you would get the expertise of professionals whose business focus is SEO.

Do start-up businesses need SEO?

Before we jump to the relationship between startups and SEO, let us first define the two:

STARTUP is a company, a partnership or temporary organization designed to search for a repeatable and scalable business model. These companies, generally newly created, are in a phase of development and research for markets. The term became popular internationally during the dot-com bubble when a great number of dot-com companies were founded.

While SEO stands for “Search Engine Optimization”. It is the process of getting organic traffic from search engines, such as Google, Yahoo or DuckDuckGo. The higher rankings you have for your main keywords, the more traffic you get. The most important factor to ranking high in all major search engines is relevant backlinks. It’s like a popularity contest where you need to get a lot of votes from influential people.

What then? Now we ask, whether or not a startup needs SEO?

Some people thinks Yes, while some does not. For me, it depends. You only need SEO if you have a website that you want people to find. But I suppose that’s to be qualified by whatever your definition of SEO is. Different people have different interpretations, and the best SEOs will tell you that good SEO doesn’t look like SEO at all.

For those who think that SEO is relevant for startup companies, let me provide you with some tips and ideas:

Search Engine Optimization (SEO) can be a complete nightmare if you are a new startup. The majority of new startups know that SEO contributes to online success but many do not fully understand how to develop an effective SEO strategy.

Paying a premium for service that doesn’t deliver the promised results can quickly deplete a marketing budget and selecting a poor service can get the website penalized, presenting the startup with a major handicap from the start.

If your startup is brand new and you don’t have the budget to hire an experienced SEO agency then take a deep breath and read.

1. Guest Blogging is NOT Dead When Done Correctly
Look for industry blogs that have potential to get provide the startup with exposure and traffic and then pitch them guest posts. Have a contest that rewards the employee who obtains the most guest posts and reward the employee that creates the guest post that drives the most traffic back to the startups website.

2. Build a Strong Social Media Presence
Every re-tweet, share, like, mention, etc., is referred to as a social signal, and these signals are an important component of a successful SEO plan.

3. Get Your On-Page Optimization Perfected First
Neglecting the on-page optimization is like attempting to run a marathon with one leg. Sure, you might eventually get to the finish line, but it is going to take much longer and you are putting yourself at a severe disadvantage from the start.

To learn more: The Definitive On-Page Optimization Guide

4. Launch a Blog & Keep it Updated With Fresh Content
Assigning blog topics that are based around keywords that the startup is going to target for SEO is a great way to help get some quality content posted that can benefit the search engine optimization effort.

 

 

SEO resources for start-up businesses

SEO and startups go well together. According to many, a starup company needs SEO in order to cope up with their competitors.

Trying to find out the basics and cornerstones of SEO is a bit taxing. Some might lead you to the wrong ones and you would probably end up wasting valuable time.

The thing with SEO is that it’s always changing, but once you have the basics down, you can usually keep up!

In general, SEO involves both on-page and off-page factors. In practice, it’s all pretty straightforward.

For startups, I’d recommend starting with the very basics and building up your understanding on a good foundation. Below are some tips and compiled list of resources that has quality content and will help you getting started:

1. Start with the source, Google:
www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

2. Gather outside information:

  • Moz Blog
    Moz  blog is a great source of information as they publish all the important  news about ranking, content, marketing, social media and all the parts  of your SEO strategy. The content is divided into seven categories,  including the SEO process and community, SEO research and trends,  measuring and testing SEO, online marketing, business development and  other Moz resources.
  • HubSpot Blog
    HubSpot is a marketing company with marketing software that helps  with inbound marketing. HubSpot blog has four main categories, those  being marketing, up and to the right, sales and insiders. The  experienced professionals share interesting and helpful reviews and  stories from the world of marketing and sales, as well as on other  topics related to online business.
  • Search Engine Land
    Regardless if you are a beginner or a professional expert in SEO,  Search Engine Land is one of the best blogs you can follow to keep up  with the current trends from all around the globe. They are specialized  in SEO, SEM, search engines and social media. Apart from that, you can  also find the important SEO events and guides that can help you in SEO  strategy.
  • iAcquire
    Everything you need to know about online marketing and psychology  behind can be found on iAcquire blog. Follow this blog and learn how to  boost your marketing routine into creating a respectful brand and  improve the position of your company.
  • SEO Book Blog
    You must have heard about SEO Book and their SEO tools that help you  improve your SEO efforts in multiple ways. This blog covers great amount  of topics related to SEO, such as link building, optimization, search  engines, social interaction, tracking, keywords, content marketing and  many more
  • Social Media Examiner
    The influence of social media on SEO is evident, and it is predicted  that this influence will increase even further in the future. Needless  to say, social media trends are something you should include when  working on your SEO strategy. Social Media Examiner blog is one of the  most important blogs dealing with social media, new updates and  features, and the usage of social media in business.
  • WordPress Plugins 
    http://wordpress.org/extend/plug…
  • WordPress Resources 
    http://www.copyblogger.com/
    http://www.dan.ag/the-3-best-inf…
    http://blog.kissmetrics.com/twit…
    blog.kissmetrics.com

3. Start collecting information about the performance of your website from the source, Google, install:

  • Google Analytics – Free
  • Google Web Master Tools – Free (both very low IT cost to implement)
  • Become involved with the Blogs/Forums of 1) and 2)

Exploring Search Engine Optimization

Before knowing the scope of Search Engine Optimization, let us first know, what is SEO?

SEO – Search Engine Optimization is the art and science of optimizing your web pages to be found by the search engines like Google, Yahoo, and Bing etc. But why part art, part science? The science part of SEO deals with technology and all the engineering & technicalities of a website such as code, information architecture & user experience etc. While Art is all about understanding the business, and the customer behavior and try to positively influence it by adding value to them (in the form of a product, service or a solution) and getting value in return (as leads, sales or branding).

After learning its definition, let us explore its scope and determine how far would SEO get in the long-run.

THE SCOPE
SEO includes everything what can increase the probability of information or a web site being found on-line. It is the force behind a company’s online success. Furthermore, SEO is the subset of the Digital Marketing which includes various other terms like content marketing, social media marketing, email marketing, paid advertising and many others. SEO has its own importance and role. On page SEO and Off page SEO are the key terms for the search engine optimization which helps in increasing the website traffic as well as helps in improving the ranking of the website on different search engines.

SEO IN THE LONG-RUN

  1. SEO is getting more and more difficult day by day. There are one or two factors which we are using (having backlinks in masses with the correct anchor text was enough to get you on first in most cases), but now there are thousands of position factors. And you need devoted peoples and professional to watch after your website.
  2. As all of you know that internet is the only source to get the attention of real world businesses. There are thousands and thousands of businesses that will be looking to leap the bandwagon by introduction a website in the arriving days. It will outcome in more competition, and finally, in more demand for Search Engine Optimization (SEO) or DigitalMarketing professionals.
  3. If anyone want to survive in the extreme competition, business will have to spend more on online advertising like (PPC, Banner Advertising etc.) and they’d like to have some completely professionals in charge of their hard earned money in place of letting some amateur waste their money left, right, and center.
  4. I have seen that various big brands and giant companies are also beginning to take interest in Internet and Social Media. They know the gains of having a skilled professional over a part-timer, which means companies and big brands to spend on employing SEOprofessional guys who are on lead of their game

SEO INDUSTRY IS GROWING

  1. Increased use of search engines to look for information on web year on year.
  2. Large brand advertisers are using SEO actively in India & Internationally.
  3. Traditional or Direct marketers are increasingly adopting SEO.
  4. Growth in the number of local search request with mobile web searches.
  5. Organic SEO listings on Google search result page is more trustworthy than Ads.
  6. Google are fast evolving and making demographic targeted & Geo targeted search results.

 

The benefits of SEO

There are a lot to benefit from SEO and it is not an exaggeration. SEO offers a number of advantages to you and your clients.

The digital landscape has changed dramatically over the past few years, but SEO still remains an effective and important marketing strategy. While there are many benefits to a good SEO strategy, we have outlined the top 5 to help you understand or remind you why SEO is important.

1. Bypass competition
Do not underestimate the power of search engines and SEO and don’t forget that if your competitors are doing SEO and social media marketing then you have to do it as well. If on the other hand they are not doing any of this stuff, then it’s your chance to differentiate and make a step ahead.

2. Cost effectiveness
SEO’s inbound nature helps businesses save money and since SEO also targets users who are actively searching for products and services like yours, the traffic resulting from SEO is more qualified  resulting in cost-savings for companies.

3. Increased Traffic 
Top positions on the search engine result pages receive a majority of the impressions and clicks, so ranking in these top positions can result in significant traffic increases for your website. SEO focuses on creating informative and keyword relevant title tags and meta descriptions, which show up in the result pages.

4. Good Marketing Strategy

  • Find new customers and assist growth
    If you think about it, one of the main reasons you have a website is to increase and differentiate your customer base.SEO will help you gain better rankings in search engine result pages and this translates to more targeted visits and essentially to more customers.
  • Explore new markets 
    A successful SEO campaign will help you find new markets and explore new economies. Social media platforms and mobile marketplaces can take your traffic levels to a whole new stage by boosting your SEO performance.
  • Build a dedicated fan base 
    A good SEO approach means more traffic and a great way to build a dedicated fan base through RSS feeds and newsletter. These two services existed before social media and they are still very important sources of traffic. In fact many successful bloggers claim that most of their money comes from their email lists and not from social media or other medium.
  • SEO is good for social media
    A webpage with high rankings will also gain more social media exposure. The relationship between SEO and social media is by-directional. Social media popularity is good for SEO purposes and SEO brings more social media visibility.
  • Brand Awareness 
    Since top position rankings result in significant impressions, having your website in these top positions on the result pages translates to more exposure for your website. The more your pages and content rank in high positions in the search engines, the more chances you have for users to see your content and associate with your brand.

5. ROI 
SEO provides trackable and quantifiable results, regardless of whether you are an ecommerce or non-ecommerce site so there are no qualms when it comes to ROI. SEO agencies are able to track nearly every aspect of their strategy, like increases in rankings, traffic and conversions.