The ultimate goal with SEO is to land the coveted top spot on search engine results pages (SERPs). Ranking first is still a worthwhile goal to have in some situations. However, it’s no longer the gold standard when it comes to sizing up SEO results. At one time, the first spot on SERPs generated nearly twice the traffic compared to the second spot. But SEO is evolving, so there are other ways to define success other than ranking first. The specialists at Saba SEO, a leading San Diego SEO agency, share a few aspects of online ranking you should be focusing on in 2018.
Consider Searcher Distractions
Think about what the typical searcher sees when getting results from a search query these days. Google places paid ads above organic results, and they also throw in things like featured snippets, social media information, knowledge graphs, and local information that includes accompanying reviews and maps. Success with SEO is now more about:
• Productive clicks that lead to conversions
• User experience and engagement
• Authority of your content, website, and brand
Shoot for a “Good” Ranking Instead
It’s entirely possible to boost your clicks, conversions, and audience engagement without being perched in the prime position on SERPs. Instead of worrying about keyword frequency and steps you can take to appeal to search engine crawlers, have optimization goals that include:
• Producing relevant, useful content for real people
• Solving your target audience’s problems
• Defining what makes you different from your competitors
Explore the SEO World Beyond Organic Results
You don’t have to limit your SEO plan to organic results. Even if you don’t have a sizeable digital marketing budget, you can get a decent return on your marketing investment with a well-planned paid search strategy. Plus, you don’t have to stretch your budget to create high-quality content for featured snippets.
Pay Attention to Your Click-Through Rates
Google has confirmed that click-through rates (CTRs) can affect ranking. If your ads are convincing searchers to check out what’s offered on your website, your online marketing efforts are paying off.
Focus on Searcher Engagement
Another thing that matters to Google is how engaged searchers are with your content. For instance, competitors that rank higher than you may not be as engaged with their audience as you are. They might be getting more clicks, but you could still end up with more meaningful conversions or a better customer retention rate. Search engines look at several factors when determining how engaged searchers are with your content, including:
• Social media interactions and actions (e.g. how many followers are sharing your content and visiting your website from links on your social pages)
• How long visitors are staying on your website (“dwell time”)
• How many high-quality, relevant links are pointing back to your site (people who are finding your content useful, trustworthy, and authoritative)
An effective SEO plan takes many factors into consideration. You should still do keyword research to see which words and phrases users are typing in or speaking to find what you have to offer online. However, it’s equally important to consider your audience’s expectations, what’s said about your business in reviews, how searchers are engaging with your content, and what specific SEO goals matter most to your business.
If you need a comprehensive search engine optimization strategy for your business, trust Saba SEO. We are one of the leading San Diego SEO companies with over ten years of experience in digital marketing. Our experts use state-of-the-art tools and techniques to boost your online visibility and increase your conversion rates. With a proven track record of success and an A+ rating on BBB, we’re here to address all your digital marketing needs. To talk to one of our SEO specialists, give us a call at 858-277-1717 today.
