Over the past ten years the mindset of SEO has evolved significantly. In the early years, website optimization was considered more of an IT expense handled by computer geeks. But over the years, businesses (and SEOs) began to change their frame of mind, realizing that search engine optimization was much closer to traditional marketing than they had thought.
After all, SEO is about getting exposure. Whether that is through on-page optimization, link building, social media, etc., the idea is to get as many targeted eyeballs on a site as possible. But that itself isn’t enough, because once the eyeballs are on the site the website has to make some money too. So now SEOs focus on usability (enhancing the visitor/shopper’s experience on the site) and conversions (getting sales, leads, subscribers, etc.). Exposure only brings traffic, usability allows the visitors to find the information they need, but ultimately it’s the conversions that matter most.