When I started in this business many many moons ago, the goal of every marketer was the same: get that number 1 spot on Google. The more traffic to your site, the more money you made, but those days are over. SEO has evolved to include far more than just Google results because getting traffic doesn’t always translate to sales.
Yes, Rankings Are Still Important
While the drive to be number 1 in the search results may have lost luster in recent times, that doesn’t mean ranking high in Google isn’t important. Thanks to schema and structured data, a website ranked at 2 or 3 can get more clicks than someone ranked 1 because of how their search result looks. So, it’s still important to rank on the first page of Google for specific keywords and search queries, but the drive to be number one isn’t as strong as it once was.
The Right Traffic for Your Site
It’s important to have traffic increasing to your site from month to month, it’s important that the traffic that’s coming is qualified traffic that wants to see your site and buy your products. It’s a lot like when people buy keywords for pay per click advertising. You want people who want your product, so you negative match keywords to keep people from visiting your site that aren’t interested in what you have to sell. While you can’t negative match on organic search results, you can work on your site to emphasize specific keywords that convert. This is the right traffic, but in order to know what keywords to emphasize, you need to do research.
User Experience Drives Them to Your Shopping Cart
Our job isn’t finished once we get people to your site. We need to get them to the checkout too. This involves user experience and the customer flow through your website. Using tools such as Google Analytics and Google Search Console to determine how people use your site, where they are going, where they’re getting stuck, etc. is a way for us to help you make more money. Once we can see these patterns, we can report them to you with suggestions on how to better improve your customer flow from search engine to checkout.
SEO isn’t just constantly changing, it’s evolving. It’s like an organism that suddenly understands it has a greater part in the universe and takes on those challenges head on. If your SEO stops at the search engine results page, then you’re still back in the Stone Age while your competitors enjoy the many benefits of the 21st century.