Keyword rankings are important in Search Engine Optimization (SEO), but are not the ultimate performance indicators. As a website owner, you should realize this. Many a times, keyword rankings give an unreal picture. A word of caution here: Do not let your online marketing strategy get influenced by keyword rankings.
Let us see how you go about using your keyword ranking. First, you choose a phrase that best suits your product or service. Next, you start ranking for that phrase or keyword. Suppose that your website gives details about a product ‘LISTEN high-end headphones from Mumbai.’ The key phrase ‘high-end headphones from Mumbai’ should give you a high ranking.
To achieve this goal of high ranking, what do you usually set out to do?
In short, you leave nothing undone in the optimization process. After all the hard work, you do get ranked on the first page of ‘high-end headphones from Mumbai’. This may make you very happy. But, your happiness is short-lived. Can you guess why? That is because you are not getting traffic on your website. Yes, in spite of all the possible efforts for top keyword ranking, you are not generating business for the headphones.
Let us analyze what went wrong and correct our approach:
Note that much of organic traffic is grouped into three categories:
The solution lies in trying to be a leader in your area of product or service. Spread information about your expertise in the product or service to an extent that any reference to the product/service would lead searchers to your site. This is possible when you visit websites, send emails and submit information to online services about your product. Use social media to make your presence known. Market your product by participating in exhibitions and promotions. This will make your brand name popular. Resultantly, your keyword will get online attention too.
By now, you must have realized that keyword ranking is not useful for driving traffic. In spite of this, ranking is very important for any marketing campaign. The trick is in using keyword ranking in the right manner. The idea to be effective is simple. Firstly, do not focus on ranking alone. Instead, use it as a measurement device. Make a list of terms that so far have been beneficial to you. Keep on adding or deleting terms on it. The list shows how your website is being viewed by users and search engines. Secondly, keep a watch on the top terms on the search list during any given period. It can be a week, a month or a year. Are there any new terms? Do the terms look similar to your tracked terms? Which section of your website finds no mention in the terms?
Armed with such information, you can gauge what is driving traffic at any point. Isn’t this more useful than knowing which keywords are important? It will also bring you in a leading position online. Most importantly, it will give potential customers what they want. This is what marketing is all about.
The Bottom Line:
There is no need or use in being number one in keyword ranking. In every business, the most important thing is bottom line. Ask yourself, ‘What is the goal of my website?’ Is your goal to be well-placed on a search engine results page? Or is it related to how much business/money you are making? You would obviously answer the latter. Remember, keyword ranking should only a by-product of a good business.
To increase bottom line of your business, you need to increase the volume of your business. Merely focusing on a few specific keywords would be of no help. Instead, make your presence felt online. Once you do this, you would dominate the keyword-related topics as well. This would be beneficial to your business in the long run. Of course, you should use keywords and ranking tools. But, make them work for your business. Do not work to make them your final goal.
Using keyword rankings appropriately seems a daunting task. As a matter of fact, it is. A lot of perseverance, time and expertise are required for this purpose. With diligence and a little bit of smart observation, you can make it possible. Go for it and benefit from the outcome.