Companies continue to invest heavily in SEO and SEM to drive web traffic. And that’s all good. But what if your site doesn’t offer visitors what they’re looking for when they arrive? They won’t stick around, and that investment gets wasted. So even as you optimize your site for search engines and plan a strategic PPC effort, be sure you know what it is your audience is really looking for in a site like yours. Their first priority is rarely to have you sell them something. So line your priorities up with theirs, and your investment will pay bigger dividends.