More organic traffic is not always better if the visitors are not a good match for your services. A smaller stream of qualified visitors is usually worth more than a large crowd that will never buy.

Signals that visitors may be qualified

• They land on pages that match your core services or topics.
• They spend time reading instead of bouncing right away.
• They view more than one page in the same visit.
• They submit forms, request resources, or contact you.

These are simple but important signs that the searches which bring people to your site are aligned with what you offer.

Use your Information Center to shape who arrives

When you plan articles for your Information Center, ask which questions your best customers actually ask. Focus topics on:

• Problems that your ideal buyers need to solve.
• Scenarios you handle well and profitably.
• Terms and phrases that your sales team hears often.

This approach helps organic search pull in people who recognize themselves in your examples and are more likely to become real leads.