The word optimization is funny, you know? At least how we use it online.
Search engine optimization. Social media optimization. Over-optimization.
(By definition, it’s impossible to over-optimize. Going beyond optimal is no longer optimal. But I digress).
Optimization is a good thing, if you think about it the way copywriters did before the Internet. It wasn’t about algorithms or social sharing button placement. It wasn’t about “big data” beyond what people responded to.
In other words, the optimization of online content is about making it near-perfect for the people you’re trying to reach. Everything else follows, including the all-mighty traffic.