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Blog
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Written by Digital Burst
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Tuesday, 24 November 2009 03:45 |
There are plenty of SEO “gurus” out there that will try to make you believe that this game is just about rankings. It’s not. Two of the fundamental rules that Google sticks to are relevancy and usability. Simply reaching for top rankings doesn’t guarantee you reel in most of the traffic for a particular keyword. Your top rankings are a waste if your search result isn’t relevant and user-oriented, for two reasons:All that hard work to get to #1 is put to shame by content that doesn’t seem to work for the user (and they don’t convert on your site) Google can detect hits to the Back browser button and that sends off a bad signal about your content (ultimately degrading your top ranking).
You can build links all you want, but particularly for competitive search terms this means you’re shooting yourself in the foot! You can detect instances of great rankings vs low clickthrough rates by opening up the Top Search Queries report in GWT and looking for discrepancies between Impressions and Clickthroughs. If you get a high number of impressions for a keyword (left column), yet for that keyword you only get a small % of clickthroughs (right column) you need to work on your content to better connect with the user’s intent. Start by optimizing your page title and meta description (which are used to display in the SERPs) and consider re-writing content if that doesn’t help.
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