You’ve probably heard that Google is working on a new search algorithm to penalize sites that are “overly” optimized. As if you didn’t have enough to worry about.But subscription site execs might not have as much to fear as you think. True, Google’s constantly changing platform makes it more difficult for businesses to, well, do business — especially when the rules to get to the goal post change as you’re running down the field. And search traffic is important. But not as important as conversion.As Avinash Kaushik mentioned in a recent speech at the SES conference in New York, online businesses need to get past “the 2%” of measuring clicks and page visits and focus on the value of the interaction. This is done by measuring both micro and macro conversions, he said. By getting a more 3-dimensional picture of members, subscription sites will have the recurring revenues to withstand the bottom-line fluctuations caused by Google’s mercurial business practices.