“…there are two buckets – traffic and intent. The intent bucket is more important. The idea is to get more dollars, more sales, and more qualified leads in the short term. We’re going to optimize from tail to head. Backwards – from low traffic high conversion to medium traffic medium conversion to high traffic, low conversion.
It’s more important to get the leads and conversions in the door now, and then work towards scaling up traffic by creating relevancy from long-tail terms into the head.”