Don’t ascribe attribution to Google when other investments drove the real value

When monitoring your website traffic, it’s easy to look at your sources and see that Google has sent you the most traffic, leading you to think you should double down on it. Maybe you should, but maybe not.

There are certainly people that Google sends to your site that you should be thankful for. If someone searches for “plumbers near me” to find your plumbing company, that’s fantastic! However, there are many cases where it may look like Google is sending you traffic but it’s not really coming…