Every SEO strategy claims to drive “relevant traffic.” It is one of the industry’s most overused phrases, and one of the least examined. We celebrate growth in organic sessions and point to conversions as proof that our efforts are working.
Yet the metric we often use to prove “relevance” – last-click revenue or leads – tells us nothing about why those visits mattered, or how they contributed to the user’s journey.
If we want to mature SEO measurement, we need to redefine what relevance means and start measuring it directly, not infer…
