Driving more traffic is only good if you're driving the right traffic. Columnist Ryan Shelley outlines three simple conversion goals you can track that will give you powerful insights into how your users are interacting with your website. How do you know if what you are doing is actually working? Sure, traffic may be going up, but what about after that? Are your new visitors taking actions that lead to real business results? The goal of SEO is not to just drive more traffic — it’s to drive better traffic. And the only way to know if we have hit our goal is to measure how our users are interacting with our site after they’ve arrived. Conversions are usually associated with e-commerce and business transactions. But in truth, there are a number of different types of conversions. Today’s websites have multiple conversion points, from subscribe widgets and phone numbers to pop-ups and chatbots. But the conversion elements are only powerful if you have the right audience intera...