Wednesday, 17 August 2016 08:43

How much do keyword rankings matter?


In the world of B2B digital marketing, my team members are sometimes approached by clients asking if we can get them “to the top of Google.” Frequently, much of their focus and energy is solely on keyword rankings.

This emphasis can be misleading to business owners as a focus on keyword rankings can shift attention from the true metrics that matter, including time spent on a website, multiple page visits, downloading assets and generating leads.

Why is the focus shifting away from rankings?

The issue revolves around the fact that keyword rankings fluctuate, and often. In fact, if you rank for a keyword that drives traffic, yet a visitor leaves as soon as they hit the page, then that ranking does not really matter in the end.

Sure, tracking rankings can be very informative, but high rankings only really matter if the keywords deliver true business value, like visits, traffic and conversions. While rankings can contribute to a brand’s overall success, they are not a completely reliable measurement.

Keywords Still Matter

If they are used for the right reason, keywords definitely still matter. However, a better way to embrace the power of keywords is by always keeping users top of mind.

Organizing keywords and optimizing a page really only makes the job of a search engine less difficult. Most importantly, remember that the main reason you are doing this is to get more visitors to check out your site and content, and then eventually persuade those visitors to convert to customers.

Should You Track All Of Your Rankings?

In a recent article published on Search Engine Land, the author states that a large majority of enterprise-level SEO platforms make their money by how many keywords entered into the system. But, the author asks, “are all keywords worth tracking?”

The short answer, he states, is “no.” In fact, according to the article, it can cost companies “an arm and a leg” to track all keywords, especially if a company’s website is large and well-established, featuring thousands or even millions of pages.

The author continues: “You should only report on non-branded keywords that rank in striking distance, all your branded keywords that delivered conversions in the last few months, and keywords that have performed well from a paid search perspective.”

He also emphasizes in the piece the importance of paying close attention to long-tail keywords, which may not drive as much traffic, but can ultimately drive conversions thanks to more specific user intent.

The Bottom Line

As the online marketing space becomes more competitive moving forward, it is becoming increasingly important for business owners to have SEO campaigns that actually work. At the end of the day, your campaign must drive high quality traffic that converts to sales and/or inquiries, directly boosting your organization’s bottom line.

At KEO Marketing, we believe that SEO is one of the most cost-effective marketing strategies available today. Improving key elements of your website can help you gain better rankings in search engines and will more easily allow you to receive more quality traffic to your business.

Source : http://www.bizjournals.com/phoenix/blog/business/2016/08/how-much-do-keyword-rankings-matter.html


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