It’s goal setting time for me and that means presenting various people stats on how rankings are progressing.
It’s nice to show an upward trend and everyone gets excited…too excited I think. Just because you rank for a keyword , does not mean traffic, or good traffic.
On looking across my BIG income generator’s rankings, it seems to me that converting the traffic is a bigger immediate priorirty than just getting more users.(on to that later)
I have a rough idea of what keywords matter to me, through measuring the monthly search volume using overture keyword finder tool, but what is most revealing is when I measure the traffic for given keywords against my rankings.
And I have found an interesting disconnect. For instance on keyword X were ranked 4th or so, but on a particular site I’m working on, it has been the biggest single keyword referred to us by google forthe last month.
So I guess what im saying is that chasing rankings for their own sake can be like looking into fog when it comes to the bottom line.
Its chasing the keyword that converts, which matters and they may not be the keywords ones overture or other keyword tools suggest.
This is because the numbers are distorted by loads of factors, like automated queries….and seasonal variations ( becasue the stats are about 30 days old.)
Overture are happy to let the inflated figures persist, since it jacks up their numbers for potential advertisers.
So on analysing my stats, I found that we are getting the usual SEO conversion rates of about 1/2% and for me to meet targets, I need to jack up the traffic by 30% and bring up the conversion rates by about the same.
Then I should be doing ok.