The web is fickle. Google and Facebook can change their algorithms over night. New sites like Twitter can quickly rise up and become users home for news.
For a business like Metro to be robust, we need to find a balance between social, SEO and direct traffic.
For Metro, over a third of traffic is SEO, a third is social (if you include dark social), and direct traffic is well under a third. A chunk is also traffic from external sites (e.g. bbc.co.uk).
That’s why direct traffic is our current focus. Maybe we should divert some resources from SEO?