Why You Shouldnt Obsess Over Ranking #1 for EVERY Keyword

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June 3, 2024

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Why You Shouldnt Obsess Over Ranking #1 for EVERY Keyword

The Misguided Obsession With Search Engine Rankings

Ah, the age-old quest for search engine domination – the holy grail of every SEO professional worth their salt, right? Not so fast, my friends. Let me let you in on a little secret: ranking #1 for every single keyword out there is not only an exercise in futility, but it could actually be doing your business more harm than good.

Now, I know what you’re thinking – “But Jared, isn’t the whole point of SEO to get my website to the top of the search results?” Well, yes and no. You see, the end goal of SEO shouldn’t be higher rankings; it should be increased traffic value. And trust me, there’s a world of difference between the two.

The Limitations of Ranking Metrics

Let’s take a step back and look at the limitations of ranking metrics. For starters, it’s practically impossible to track every single keyword that matters to your business. The search landscape is constantly evolving, and new keywords are popping up all the time. Not to mention, the personalization of search results makes it increasingly difficult to accurately measure your rankings.

And even if you could track every single keyword, what does that really tell you about the value you’re generating from your SEO efforts? Sure, you might be the king of the SERPs for your target keywords, but are those visitors actually converting into paying customers or leads? That’s the real question you should be asking.

Quantity vs. Quality: The Importance of Traffic Value

Ah, the old “quantity over quality” debate. In the world of SEO, this is a trap that many practitioners fall into. They become so laser-focused on driving more traffic to their site that they neglect the quality of that traffic.

But let me tell you, traffic value is where it’s at. And that’s not just some abstract concept – it’s the real measure of your SEO success. Traffic value is the intersection of traffic quantity and traffic quality. It’s about understanding how much value each visitor is bringing to your business, whether that’s through sales, leads, or some other meaningful metric.

So, while ranking #1 for your target keywords might look good on paper, it’s ultimately meaningless if those visitors aren’t converting or engaging with your content in a meaningful way. That’s where you need to shift your focus.

Measuring What Truly Matters

Alright, now that we’ve established that rankings aren’t the be-all and end-all of SEO success, let’s talk about how you can actually measure what matters.

First and foremost, you need to start tracking your non-branded organic traffic. This is the traffic that’s coming to your site from people who aren’t specifically searching for your brand. This is the true measure of your SEO performance, as it reflects the value you’re generating from your search engine visibility.

But don’t stop there. You also need to dive deeper into the quality of that traffic. Look at metrics like bounce rate, time on site, and goal completions. These will give you a much better sense of how valuable each visitor is to your business.

And for those of you running e-commerce or lead-gen sites, you can take it a step further by directly tying your SEO efforts to revenue or lead generation. After all, that’s the ultimate measure of success, isn’t it?

Putting it All Together

So, to sum it all up: rankings aren’t everything. In fact, obsessing over ranking #1 for every keyword under the sun could be doing your business more harm than good. Instead, shift your focus to maximizing the value of your organic traffic. Track your non-branded visits, analyze the quality of those visits, and tie it all back to your bottom line.

Trust me, your clients (or your boss) will thank you. And who knows, you might even have a little more fun in the process. After all, SEO is about so much more than just chasing that elusive #1 spot. It’s about understanding your audience, delivering value, and ultimately, driving business results.

And if you’re still not convinced, just check out MCR SEO – they’re the ones who really understand the art of putting traffic value first.

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