Keyword Rankings and using them as Metrics in SEO

In search engine optimisation, the rankings as a metric argument never quite goes away.

At Vertical Leap we constantly come back to a discussion that rankings are what our clients are checking, so it is never going to go away. Part of our job is to steer them to checking for the right things, so that together we create and evolve a keyword list that is bringing visitors to the website.

There are some oddities though, where traffic (or even sales/leads) are not the metrics that are being used, and I thought that I would highlight a couple of these. We usually class these as vanity searches.

• A site that needs to sustain a particular search engine position because they are actually supported by advertisers, not the traffic that specific keyword brings, and the position is about prominence not visitors.
• A site that maintains a number 1 position because it looks good to clients, but you know (because you hold it!) that the traffic it brings is negligible.

Conversely sometimes, a single ranking can be very important to a client. There are industries where one phrase is so overwhelmingly dominant that the business can live or die on that phrase alone – all the other number 1 positions they may hold in all the secondary phrases just don’t bring the same amount of traffic as a first page ranking for the single phrase. Whilst there are ways to address this balance using the long tail, position changes have a big impact on the company bottom line.

Keyword choice is a very idiosyncratic thing though; occasionally we get a client who is driven by knowing what his top margin earning products are to get rankings for keywords that have no traffic, without ever working out that a smaller percentage of 100 sales is worth more than a higher percentage of 3 sales.

This whole situation adds an interesting dimens

Related Posts

1. Measuring the Success of an SEO Campaign: Rankings
2. Rankings ARE important for Search Engine Optimisation – For Now
3. SEO Speak: Keyword density
4. Keyword Research – 3 more things
5. How secure are you in retaining your search engine rankings?
6. Search Engine Rankings are not Enough – Does your Page Title Invoke Action?
7. Search metrics such as CTR and conversion rate are meaningless unless they deliver sales
8. Change in Google Search URLs May Herald New Rankings Visibility

This entry was posted on Wednesday, October 22nd, 2008 at 10:28 am. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.