123 Ranking started in the year 2000, and we’ve seen plenty of changes in the SEO landscape since then. In recent years there has been a big shift away from using keyword rankings as a Key Performance Indicator (KPI), and instead a bigger focus on traffic and conversions.
The reason for that is simple. Keywords fluctuate all the time and different keywords have different search volumes, and varying levels of relevancy for your site. On the other hand, a good SEO package should provide increased organic traffic, month on month. This can also be easily tracked through Google Analytics.
Ultimately, there’s no point ranking well for keywords if it isn’t going to provide more visitors to your website, and help grow your business. The keywords in reports are always limited, and don’t provide the overall picture of how SEO supports all visitors that come through organic search.
That’s why we’re changing our services to ensure the focus in our work and reports is on increasing traffic. Our new reporting system is being implemented in the next few months and this will put traffic and conversions at the front and centre of the information our clients receive.
We also want to educate our clients to understand the importance of traffic and ways to assess the quality of your traffic.
A valuable way to do this is by looking into conversion tracking, to see how many visitors from organic search complete a contact form for example, or sign up to your newsletter. In many cases, it can be surprising that certain channels might bring a large volume of visitors to your site that initially seems positive, but the low conversion rate shows that it is low-quality traffic. This can give you an important guide into where to invest your marketing budget.
At 123 Ranking we love digging into the data and pulling out insights and advice to help you grow your business. If you’re interested in finding out more about your traffic, or conversion tracking, give us a call today on 0333 332 6396 or email us to arrange a free, 15-minute consultation.