Semrush: Evaluate large-site SEO by revenue, not visits

Search engine optimization for a large website should start with revenue rather than traffic, according to Semrush. The distinction changes how marketers assess page types: a category that attracts fewer visits may be more valuable to a business than a popular one if it generates sales and the other does not.

Semrush illustrates the point with two page types. One receives 3,000 visits and drives sales; the other attracts 40,000 visits but does not generate sales. Although the second category has a much larger audience, the first can be worth more to the business. The comparison shows why traffic totals alone are not enough to establish commercial value.

For teams managing SEO across a large site, looking at pages by type provides a way to consider performance beyond individual traffic figures. The question is not simply which category brings in the most visitors, but how that audience relates to sales. A high visit count remains useful context, yet it should not be treated as a substitute for the revenue contribution of those visits.

The example does not mean that every lower-traffic page type is more valuable than a higher-traffic one. Its point is that the two measures answer different questions. Visits indicate the size of the audience reaching a page type, while sales provide a basis for assessing its commercial contribution. Comparing both helps avoid judging categories solely by the larger number.

This revenue-first perspective can also inform how a team discusses priorities. Rather than beginning with a list ranked only by visits, marketers can review page types alongside their sales contribution. That makes it possible to distinguish categories that draw attention from those that also support the business outcome under consideration.

What this means for marketers

When reviewing SEO on a large website, compare traffic and sales by page type before deciding where to focus. Do not assume that the category with the most visits is automatically the most valuable; consider whether those visits contribute to revenue.