Keyword rankings aren’t everything anymore. Keywords are useful, but are not something our websites need to live or die by.As search engines change and evolve, so do our search optimization tactics. Rankings simply are no longer as useful as they used to be. There are new, more efficient and user friendly methods to boost SEO and keep getting traffic to your website.
Keyword Ranking: The Old Mode
Step 1. Keyword Research – Research with the Google keyword tool and determine which keywords you want your website to rank for.
Step 2. Lots of landing pages – There would be hundreds of landing pages to connect with all of your keywords.
Step 3. Create incoming links with your target keywords – Massive amounts of quality links are difficult or next to impossible to create.
Step 4. Determine success from keyword rankings – Ranking reports are generated and success is measured through how many and which keywords were ranking higher.
This pattern may still work for some, but it is quickly becoming obsolete. Google no longer provides over 50% of the keywords that users search to find your website, making this practice extremely difficult. Having lots of non-quality links, such as being connected to a link farm, now hurts your search engine ranking instead of helping. Also, with hundreds of landing pages built around awkward keyword phrases, you certainly aren’t engaging the user. You need to have content that your user understands and can easily engage with.
Keyword Ranking: The New Model
Step 1. Perform Keyword Research – Figure out what the user will be searching for based on the services that you offer. Take any keyword research with a grain of salt – these keywords are just a great starting point.
Step 2: Define Your Target Persona – Take your keywords and begin grouping them, creating phrases with them that work together. You no longer need to create hudnreds of awkward sounding langing pages around specific keyword phrases – simply group 2-3 keywords that go together and make a few landing pages. Again, make sure that your content sounds natural and will connect with the user.
Step 3: Use a Content Amplification Strategy
- Create a social media strategy for promoting content
- Create an email campaign around the content
- Create a word of mouth campaign through your networks
Step 4. Measure Success – No longer is your success determined by rankings alone! Keywords are a tool, not a metric, to measure your efforts. You can measure your new SEO efforts by tracking how much traffic is coming to specific landing pages and your lead generation forms.
To sum things up:
Old Model: SEO = Keyword Rankings
New Model: SEO = Broad performance of search traffic and pages receiving search traffic.
The bottom line is still the same, you need to get traffic to your site. The desired result of the Modern Model is to get the traffic you drive to your website to stay and engage. Visitors are great, but leads are what make the Modern Model much more powerful.