SEO professionals and agencies closely monitor key performance indicators to avoid spending time and money on something that doesn’t drive the expected results. Ongoing monitoring is of the essence to make sure that visitors stay on the website longer to read the content and maybe make a purchase. SEO performance helps professionals evaluate the impact of their strategies – in other words, to track the success of or failure of a website’s organic traffic.
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Keyword rankings are paramount KPIs
Keyword rankings refer to the position of specific keywords in search engines like Google. They’re undoubtedly the most important performance indicators out there. Why? Simply because they’re tied to SEO success. That’s why. You see, Google’s aim is to organize the world’s information and make it within reach and useful. It uses spiders and crawlers to help generate search results. Most importantly, it has a large index of keywords that determines these results. The higher a site ranks for relevant keywords, the better. The first result on the search engine gets all the clicks, while the results on the second page are barely taken into consideration.
Perhaps you’re thinking that it’s not worth the effort to track keywords that your website is already ranking for. If this thought has crossed your mind, then you don’t know too much about search engine optimization. More exactly, you’re not an expert. If you were, you would already know that keyword rankings are an important part of digital marketing efforts. Keywords are essential when it comes down to getting ranked on Google and connecting to the target audience. You need to know what search terms you’re getting the most traffic for. This is the only way to understand site performance on Google.
Yes, it’s still important to track keyword rankings
Monitoring keyword rankings is more important than ever. No matter if you’re an SEO expert or a business site owner, strive to get a good understanding of the rank position of specific keywords and improve your SEO efforts. You can track how your search positions for the relevant keywords are changing with the help of a keyword ranking checker. It’s a tool that you can deploy to identify the position of a website or URL in Google for a given keyword. You can check the domain keyword ranking, check your ranking for desktop and mobile devices, and, last but not least, improve your local ranking.
Without any doubt, there are some challenges related to properly monitoring keyword rankings. Take localized SERPs as an example. Local search engine results pages change rankings for users based on an individual basis. Despite this aspect, nevertheless, you can get significant insight that you can’t obtain anywhere else. With the help of this information, you can customize your metrics, monitor SERP positions, and even brag about your achievements. The reports will provide you sufficient data to take proactive measures. If your main keywords match your targeted keywords, that means that your SEO strategies are working.
Since it doesn’t cost you an arm and a leg to track keyword rankings, you should do it. If you happen to be a high authority website with good inbound links and quality content that’s relevant for one keyword or the other, chances are that you’re ranking for keywords that you didn’t even include on your page. For instance, you might have a Web page about jeans that ranks for “fashion days”. The thing is that Google is becoming smarter and smarter, so it knows that some terms are related to one another. Therefore, it’s an absolute must to keep tabs on your website’s rankings on Google.
If you’re still not convinced that it’s necessary to closely monitor keyword rankings, maybe this will change your mind.
Reasons to monitor keyword rankings
The SERPS have evolved
The search results change all the time. This can be due to a competitor that’s becoming more active online or a new algorithm update has been released. Search traffic can undergo considerable changes, which is why it’s necessary to take a step back and widen your perspective. If you’ve experienced a sudden drop in website traffic, there could be a number of reasons for that. The SERPs have evolved and will continue to evolve, so it’s important to think ahead. By actively keeping track of keyword rankings, you’ll know you perform in snippets and other SERP features.
Unique search queries customers make it almost impossible to define keywords
According to Google, most of the search queries are new. This basically means that they’ve never been before seen by the search engine. The various search queries make it hard, if not impossible to define keywords to track. So what should you do? Analyze tracking data and come up with new keyword ideas. If you take your search engine optimization efforts seriously, you’ll keep a close eye on keyword rankings. It will show you the evolution of your online visibility and help you make better decisions. You can make the necessary adjustments and make the online platform more SEO-friendly.
Final considerations
All in all, keywords still matter. To get the best results, it’s necessary to use these keywords in context. To be more precise, it’s not a good idea to stuff a website with keywords hoping that this will increase your SEO performance. While keywords contribute to the overall success, not all of them deliver business value. Focus your attention on conversion metrics, alongside increases in traffic. There are numerous online marketing tools that allow you to monitor and view your website’s performance in the Google search results. Tracking search metrics and key performance indicators allows you to take your SEO to the next level.
The question now is: What keywords should be tracked in an SEO campaign? Well, besides those that already generate organic traffic, keywords that are highly seasonal. These are the terms that you should prioritize. Don’t waste time on tracking other brands or close variations of your target keywords. Your time should be more productively used.
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