Can you attribute the number of leads you acquire from being first in Google Search? How does that differ when you drop down to the second or third position? How do you know being second or third isn’t more profitable for your company?
Old SEO focuses on two things: Ranking and Keywords.
Chances are you have no idea what your lead attributions are via ranking. Focusing all of your efforts to have keywords rank first in search sounds reasonable until you think about it. It’s SEO FOMO (fear of missing out). If you aren’t first, you’re last (Ricky Bobby quote)! However, this isn’t always the case.
Organic Traffic is the new Search Ranking.
SEO has evolved; its no longer about ranking first in search, organic traffic is more important. You can quantify how many visitors you need to hit your site to make a lead (CPL: Cost Per Lead), then how many leads it takes to make a sale (CPA: Cost Per Acquisition). From there you can scale it. You can’t do that with rankings.
Engaging content increases rankings, but higher rankings won’t develop engaging content.
Keywords vs. Topics
Search engines are getting smarter; they aren’t just looking at keyword density. Search engines look at the forces behind popularity: organic traffic, backlinking, on-page screen time, returning clients.
It’s better to create one all-encompassing page (2,000 words) then a handful of similar pages with light content. Google is smart enough to rank one page for different keyword variations.
Topics quantify buyers
If you want to rank high in “Nike shoes” (keyword difficulty: Hard), how do you know it’s not someone searching for a Duke basketball player, who was injured during a game when he tore his sneaker, or someone searching for a Colin Kaepernick ad? It’s better to rank in “how much are Nike shoes,” (keyword difficulty: Medium). If someone is searching for prices, then there is more probability they are in the market for new shoes.
Authority builds relationships
As children, we learn words, as adults, we learn to craft sentences. Google has followed a similar trajectory; it is looking to understand topics. If you can answer questions, which adds value to your page, Google increases your traffic. Become an Authority in your Niche.
So what is an expert in Google’s eyes?
Create long pages that answer questions that a user would have concerning this topic.
Number of articles
Build out lots of pages on your site answering all kinds of questions your clients have.
Links are still the most significant ranking variable, but the type of links is considerably more prominent than it was. Search engine optimization is a long-term strategy; thus we advocate focusing on acquiring quality links to your website.
Have something cool to link to; which should be the questions your clients ask you daily.