In preparing an SEO document for a client the other day, I spent some time clarifying why we were not proposing to measure the success of ongoing SEO services to them based on achieving first page Google SERPs for a pre-selected group of 10 keywords.
I’m interested to know if other SEO professionals out there agree, or have a different perspective.
Specifically, I wrote
“Whilst keyword ranking is an important step within the process, it represents part of the journey towards successful SEO (more traffic), rather than a final measure of success (more online conversions e.g. sales).
In essence, achieving high keyword rankings for a pre-defined number of keywords may not necessarily constitute a successful SEO campaign. Valuable keywords may change over time, and our assessment of which keywords are driving the highest volume of valuable conversions highlights new opportunities and sets new priority keywords.
Our focus is instead on optimising the number of valuable online conversions delivered via natural search traffic, and a key strength of this ongoing SEO program will be to take advantage of new opportunities to increase natural search traffic from keywords that are proving to drive conversions.”
Let me know if you agree (or not), or if you have had similar experiences with clients obsessed with selecting keywords that sound right, but are not yet proven to work.
For more SEO / SEM related posts see seo and sem
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