Is it useful for SEOs to monitor keyword positions anymore? Journalist Winston Burton weighs in.
Some SEOs and brands think that positions are a very important metric to monitor for SEO achievements. However, is this really the case?
Some sites position well for high-volume search phrases but don’t get any benefit from it because looking phrases do not fulfill customer purpose, and the customer ends up leaving the website because they could not discover what they are looking for. This leads to a bad consumer experience. High online search results ranking can be great — but only if looking phrases bring customers, deliver alterations and improve your ROI.
Once you get your customer into the top three positions in Search engines, they come to you and say, “Great job, but I did not get any visitors or sales from looking phrases that you have optimized to check keyword ranking online.” This is a perfect time to re-educate your customer on how ranking great for search phrases does not equal achievements. Rankings only issue when they are delivering performance and business value.
Should you monitor all your keyword rankings?
Most enterprise-level SEO platforms make their money by how many search phrases you enter into the system, but are all search phrases worth tracking to check keyword ranking online? The short response is “no.” It will cost you an arm and a leg to monitor all search phrases, especially if you have a large and well-established website with thousands or even millions of pages.
You should only report on non-branded search phrases that position in stunning range, all your labeled search phrases that provided alterations in the last few months, and check phrases that have performed well from a paid search perspective. Be sure to play close attention to long-tail search phrases, which may not generate as much visitors but can generate alterations due to more particular customer purpose.
Once you see search phrases move up into stunning range because they provided trips, then you should start to monitor them. You might be thinking, “How I will discover which search phrases provided trips if I did not monitor them and Search engines took away keyword-level data?” The response is through regular manual checks and research with third-party keyword ranking tracker tools that use estimated and advanced ways to combat the not-provided algorithm.
Do you even need search phrases on the site to position anymore?
When you do not have the exact search phrases on the site but are still appropriate enough for a key word that you come up in search engine outcomes for it, this is called question development. For example, perhaps you have a website about riding a bike those positions for “biking,” even though you use the word “cycling” throughout the site. Bing is becoming smart enough to understand that these conditions are associated.
The point? Even if you are monitoring keyword positions with keyword ranking tracker, you may not be getting the full picture; you could be position for conditions you do not know about because you did not think to track them in the first place.
Query chains: An essential indication for intent
One of the most essential alerts is question stores. Search engines can sometimes determine the “intent” behind a keyword, since search engines can look at contextual data.
For instance, a search the word “apple” could be either a fruits or a computer. If Search engines finds that the previous question by the user was for computers or technology, then the outcomes will indicate that and not results about apple plants or fruits. (To learn more about this, look at this article on question development techniques.)
Tracking search engine outcomes positioning positions can be useful, but higher positions only matter if the search phrases deliver business value (visits, traffic and conversions). While positions can play a role to overall achievements, they are not a reliable statistic or forecaster of achievements.