If you’re doing SEO for the keywords and rankings, you’re missing the picture.
Most professional SEOs are past this, but still too many marketing today focus extensively on keywords as the primary success measurement for their SEO programs. Worse still, many of our colleagues still think we’re working on keywords all day long.
Would you rather have the #1 position for all your best keywords and poor revenue in the pipeline? Or, would you rather have a revenue avalanche with questionable keyword rankings?
Keyword rankings are still a major ingredient for SEO, and they can generate a lot of revenue growth, but when a team places too much emphasis on the keywords, they usually miss the bigger picture and overlook a lot of wins in other aspects of an SEO program.
Taking a step away from the keywords helps teams to look at all organic performance metrics as parts to the whole. This helps SEO teams to create more space for actionable growth projects that center around marketing’s most valuable KPIs.