As both a mother and a marketer, it's very easy to get fixated on one metric: growth. I seem to focus on that for my children - two-month-old Sasha (pictured above), four-year-old Colby and six-year-old Joelle - as well as my clients' web sites.
But I have to stop myself every once in a while and say, "Stop looking at the numbers. Is each developing properly?" For example, in the case of my two-month old, is she starting to grab for things, hold her head up, smile, coo, etc. Thankfully, she is doing all those those things. So, theoretically, I should rest easy, knowing that the growth will come.
The same holds true for generating increases in web site traffic. If the site is consistently adding good, keyword-focused content; accruing inbound links with other sites; making experience improvements and receiving mentions in the social/ offline media, then logically, the traffic should increase.
So, while focusing on the metrics is important (and required), it's just as important to look at the fundamentals behind those numbers and keep the faith. If all the right things are happening, then growth will inevitably result.Technorati Tags: traffic, metrics, keywords, social media