In a Traffic First world, all that matters is ranking for certain keywords and hoping that Google serves up that content when someone with intent searches for the term.
The problem with this approach in the new world is that there is little affinity with your brand or product and there is no real relationship with the people that encounter your brand. For example, how many times have you searched for something on Google, found the answer on a website, only to never go back to that website ever again?
In an Audience First world, the opposite is true. We focus on delivering as much value to the market as possible. Over time, this builds affinity and loyalty with followers and fans who are far more likely to be retained over time.
In the former, you are constantly on the hamster wheel of chasing more traffic in a red ocean, competing with others for position to try and land traffic that doesn't care that much about you anyways.
In the latter, you are building enterprise value in the marketplace in a blue ocean, with no real competition because people buy from people they know, like and trust, even if there are other options.
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