La Search engine optimization (SEO) often focuses on achieving high rankings on the search results pages. I will explain why This mentality can be very good for us.
Keyword ranking is one of the most overrated and misused metrics in SEO. Yes, tracking your positions is important, but putting too much emphasis on this metric is problematic. When it comes to SEO, what is measured can be controlled.
That means focusing on the right metrics will help you generate results that have an impact on your business, rather than a boost to your ego.
So, let's talk about the problem with ranking obsession and what metrics are best to focus on.
The problem with ranking tracking
Getting sucked into keyword ranking measurement is easy because it's so visible. When you type in your all-powerful keyword and see your ad there at the top of the results, it feels good.
The problem with putting too much emphasis on this metric is that search results are not always consistent. Google results will vary based on a number of different criteria. Let's look at the two most common.
- Ubicación. Your search results they adapt to the location you are searching from. This plays an important role in local search, of course, but it also affects organic rankings. Let's say you're in a new city, and you're looking for a coffee shop; If you search for “coffee shops”, you will see results close to you. If you were to do the same search in your hometown, the results would be very different.
- Personalization.. Google and the other search engines are constantly collecting information about how you personally search. They use this information to serve you with more relevant results. If you have a Google, Bing, Yahoo, or other search engine-related account, they will examine your browser history and browsing behaviors and modify the SERPs to better suit your preferences.
As you can see, these two simple variables can drastically impact rankings. In order to get a 100% accurate idea of your rank, you would have to check, monitor and scan all of these inconsistencies on the web. While it is not an impossible task, it is certainly difficult and time-consuming and probably not an efficient use of your time.
In addition to being difficult to track with such precision, rankings are also not the best measure of success. In “The Art of SEO,” the authors write that “obsessing over rankings (rather than traffic) can result in poor strategic decisions.”
So many people spend so much time obsessing over their search engine rankings that other, more important areas suffer. Imagine the results of spending that time creating engaging content that drives traffic and conversions.
The other issue is that most searches are long-tail keywords and phrases. It is estimated that 70 to 80 percent of the demand curve is made up of long-tail keywords. These terms are not only easier to rank for, they also tend to drive highly targeted traffic.
Here are some other great statistics from a recent report done by Ahrefs:
- Single-word keywords make up only 2,8% of all keywords people search for (in the United States).
- 54 percent of all search queries in the US have fewer than 50 searches per month.
So instead of obsessing about where you rank for the most competitive terms, focus on creating a strategy that encompasses a variety of powerful long-tail terms. This will lead to a tmore targeted traffic from users who really want to interact with you.
So, what should you focus on?
Targeted traffic is the key here, and it starts with keyword research. As I've shared before, there is huge potential in targeting long-tail keywords.
These terms tend to be more specific and focused. Using these terms as a basis, you can create and execute a strategy to attract more targeted visitors to your site. More targeted visitors generally translate into more conversions or transactions.
Today's analytics tools can reveal powerful data about our users and our sites' performance in search. Understand where and how people find you online, as well as your traffic trend (up or down), It's much more important than knowing where you rank.
Google Analytics is free, so there's no excuse not to monitor your traffic. I recommend doing this at least weekly so you have a good understanding of where you are and if your efforts are working.
Unfortunately, not everyone takes advantage of these tools. While traffic monitoring can't be as attractive as ranking tracking, I can promise that It's much more lucrative in the long run.. Many site owners and marketers would prefer to focus on the flashy metrics instead of the right ones, and I have statistics to back it up.
- Only the 22% of sellers They say they have data-driven marketing initiatives that are achieving significant results. (Source: Forbes Insights and Turn)
- 84% of sellers They cannot measure and report on the contribution of their programs to the company. (Source: ITSMA / Vision Edge Marketing)
- Only the 21% of sellers They are using analytics to measure marketing ROI. (Source: Forbes Insights and Turn).
So instead of obsessing over metrics that have little importance, track what really has an impact on your business. Spend time setting conversion goals and pay attention to what is driving traffic to your site. If you obsess over driving targeted traffic, you will always beat those who obsess over ranking.
