Garnering traffic to a website is a difficult task; the reason why most websites fail to generate unique visitors is due to the content that's presented to individuals, which is what Matthew Inman discusses in this website optimization speech. For a website to acquire readership, topics that are covered should be subject matter that readers can relate to, according to Inman; a topic that individuals can resonate with.
Being that online content is mostly skimmed through by readers, the writing style has to be something that will engage and intrigue readers. It has to articulate the thoughts of current societal situations. Viral marketing is also an optimization tool, which needs to be utilized. Many companies dismiss the power of optimizing for a certain event, topic or word.