When it comes to SEO marketing, one of the biggest questions and concerns that clients bring to every initial meeting is “can you guarantee that my website will rank #1 on Google?” Some SEO agencies will claim that this type of question isn’t the right one to be asking and that getting that number one spot isn’t all it is cracked up to be. While they aren’t necessarily wrong about this being the wrong question to ask, the ending of their spiel doesn’t help the client understand what it is that they should be aiming for and what metrics they should be measuring.
Link Right Media is dedicated to the ongoing education of our clients and the continued connection between your business and your ideal customer. We make it our mission to ensure that your business finds growth by implementing the latest SEO strategies to ensure that your website is ranking high on local search engine results. Part of this is educating our clients on the true value of search engine results. Instead of telling you that the #1 spot on Google is a useless metric or goal to achieve, our SEO team has taken the time to sit down and create this article on the true metrics you should be measuring and why. Here is what you need to know about SEO and Google Rankings.
Purpose Driven Search Engine Optimization
When you are considering your investments in SEO, it is important to keep the reason you’re making such an investment at the forefront of your mind.
What is the purpose? What is it you are trying to accomplish?
For most businesses that purpose is usually something along the lines of “to make more money.” If your business relies on being found online to make money, then you are always searching for ways to ensure that more people find you and take an action that pushes sales.
Search Engine Optimization is the process of improving the visibility of a business’s online presence. It must be purpose driven to be effective. SEO that is purpose driven will continually work to improve the quantity and quality of visits to the site from organic sources, such as Google which should improve conversion rates – which would be more visitors taking action towards a sale after being on your site. Here is how SEO does just that:
Understanding the Full Story of Google Search Metrics
While it is easy to assume that your search results will be the same as someone else in your area when you type in “North Texas, Roofer,” the truth is, that is not always the case. Search results will appear differently for every individual user based on their search habits, geographic location, and demographics. This is done to ensure that the user is getting results that best pertain to their needs. Here is an example:
If you and your friend decide to search for a local ice cream shop, you may get different results even though you are searching for the same thing. This is because sites you may have visited recently get a large boost in your personal search ranking results. If you have a place you frequently get ice cream from, then that particular business will likely show up number one for you, while your friend, who does not frequent the area, may get a different result.
Shady agencies will use this knowledge to create a false sense of confidence in their clients by showing them search results based on their searches. If your website is showing up number one for their personal search algorithm, it only makes sense. (They visit your website a lot because they are consistently working on it. Google knows that they will likely want to see it again. This can make it look like you’re ranking well when in reality, you may just be ranking well for them.)
Don’t Trust an Agency That Boasts You Will Always Rank #1
While ensuring that their clients are ranking well is a goal of every SEO agency, it is impossible to guarantee that their clients will always be ranking number one. Even Google itself has specifically stated that “no one can guarantee a #1 ranking on Google” and to avoid those kinds of agencies. (They are usually scams.)
It is important to also avoid agencies that claim to “have a special relationship with Google” or have a “priority submit” to Google. These kinds of relationships do not exist and are a major red flag. You want your SEO agency to be open and honest with you.
What Should I Be Attempting to Rank for in Search Results?
When it comes to SEO, there are a variety of metrics and correct practices that can be used to encourage a higher ranking of your website on search results. Here are some of these correct practices:
Choosing and Implementing the Correct Keywords That Relate to Your Ideal Consumer
Keywords or keyphrases that individuals type into Google can vary widely in search volume, usefulness, and competitiveness. Ensuring that your website and content are using the right keywords based on your ideal consumer base, is extremely important and arguably more important than ranking #1 on Google. (Anyone can ensure that they rank at the number one spot for an obscure keyword, but is that ranking going to help you find the right consumer?)
For example, an agency promises a roofing company that they can get them to rank #1 on Google, but these are the keywords that they are using to get that #1 ranking: “Roofing Company That Specializes in Damage to Roofs From Raccoons and Squirrels.”
While this would potentially rank high on Google, the issue is that no one is searching for this type of content. The agency would be able to prove that you ranked #1 but the amount and the type of traffic/conversions you get may not be what you want or as much as you would like.
It is more beneficial to rank higher for terms and keywords that are actually useful for your business. A great SEO company won’t promise the #1 spot but they will guarantee that your investment will be getting you in touch with the clientele that your business needs to grow and thrive.
The Importance of Using Location Sensitive Keywords
There is also a significant difference between rankings for a geographically modified search like “Cosmetic Dentist in Arlington, TX” and a search for “Cosmetic Dentist” from a device located in Arlington.
Which are you more likely to search for? Would that answer change based on the type of device you were using when you searched? Take a look at these search results and how the only result that stayed the same is position A in local. Otherwise, the results are completely different.
How Do I Measure SEO Success?
First and foremost, the purpose of SEO is constant and continuous improvement of the quality and quantity of visits to your website from organic, direct, and referral sources. Continued improvement of the results of those visits, phone calls, or form submissions (known as conversions) is also a great metric for measuring success.
The most commonly discussed result is an improvement in visibility in organic search for highly valued searched terms, or ranking high on the Search Engine Results Page (SERP) for your business’s most valuable keywords. While this is important, it is more important when discussing SEO to remember and focus on the overarching purpose. In doing so, you begin to understand better why, at any given time, your SEO agency is focused on any individual tactic.
Increase Organic Traffic and Your Visibility
The truth is, no one can guarantee you a particular spot in the search rankings. While we do work hard to drive rankings for high-value and high-volume search terms, we also focus on improvements in organic traffic. This strategy results in visibility improvement for an extremely broad base of terms rather than a limited number of terms showing up on page one.
The ultimate goal of SEO is to drive more traffic to your website and convert visitors into real customers. The more you, the client, and we, the agency, are on the same page, the better we can work together to effectively increase your rankings, visibility, traffic, and ultimately convert users into happy clients. If you are ready to connect your business with your ideal customers, contact the knowledgeable team at Link Right Media for a consultation.