The Great Performance Shuffle – Part 4

SEO – It’s Not All About Ranking?

Seeing an increase in non-branded traffic is the first step to effective SEO.
Is your SEO program increasing your site traffic for non-branded terms, or just getting ranking?

As we wrap up the discussion of the Internet Marketing KPI’s, let’s finish by discussing what to look for when you’re engaged in an SEO campaign.

It Starts With Ranking, But Doesn’t End There

The easy metric to measure in SEO is keyword ranking. Are you ranking higher today than you have in the past? When we consider ranking, there are now more variables to how ranking works than even a year ago.

Some options that will affect how you rank are not always intentionally set by the user, but can be used by a dishonest provider to show artificial visibility. As you explore ranking with a provider, be sure to ask about the following:

  1. Do the results come from standard or personalized results? Personalized results means if I click on your link, your site will show higher for me the next time I do the same search.
  2. Are the results local or national? Google, by default, will set a user’s location to where it believes the person is, and then will serve up local results first (this was part of the Venice Update). If you depend on local traffic, you want to be sure you’re visible to your local audience, which may be different than the national audience.

Continue reading “The Great Performance Shuffle – Part 4”