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Is traffic a measure of success?

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https://www.searchenginejournal.com/google-on-traffic-metric-seo/502163/
In my opinion, it's always a measure of success, but not always of total success. Well, as the article notes, people can get huge amounts of traffic, but no sales. Well, I hinted at this idea also in my post about one of Neil Patel's posts. Anyway, as this article notes, SEO companies are showing off traffic coming in, but not saying if it was no-sale. Have you noticed that? Myself, I haven't really thought about it. Basically, if I go to an SEO company sales page and I see results of traffic, then I pretty much give them a thumbs up.
 
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