Staff Writer: Jessica Ross
Getting a higher place on Google’s ranking list should be a goal, it should NOT be your main goal nor should you allow that to determine your website’s success. The main goal should be search engine optimization promotion combined with creating a better site and making a higher profit. While having high ranking keywords helps get your site “out there,” it counts for nothing if your business isn’t up to par. Especially with small business search engine optimization, you will need much more than just a high ranking page to beat out the competition in the long run.
Rankings should be used to see if you are heading in the right direction. The more you raise in rankings, the more you know you are on the right track. It’s like losing weight. While losing weight is excellent, the main goal should be to live a healthier life. What your raise in rankings are saying, is that you are finding a more targeted audience. Which is exactly like tweaking your exercise regime to gain more energy. You are gaining more conversions and sales as you get closer to finding your target audience.
After you are on the right track, there is no need to check your rankings. Rankings are just one aspect of your site’s success. It’s like continuing to check the scale after you have already reached your targeted size clothes. You might be fitting in your smaller sized clothes, but the scale no longer shows you losing weight. Instead you’re gaining due to muscle mass. Your website is just like this. This is when you start to count sales, inquiries, how many contact forms are being filled out, and how your website is converting it’s views into revenue for you. There is a lot of work to get here.
Mastering the art of social media marketing, and finding creative ways to make your site better are going to be constant challenges. Ask your SEO specialist about designing a marketing funnel for your website. Doing this will help win over those stubborn customers who aren’t completely sold on your service or product. If your site already uses email lists, have your consultant optimize it. Creating specific categories and matching newsletters can help peak interest in your site. Keep in mind your target audience and what they want to see, know, and buy. Remembering these when marketing will ensure a boost in sales.
As with all things in life, one should look at the bigger picture when designing goals for your website. Sit down and write out your goals on a check list and be sure to not get caught up on Google rankings and obsessing with your keywords. Search engine optimization is about the whole package: appearing in search results, advertising, providing information, presentation, and overall sales.
Focusing on one goal and ignoring another will hinder your site’s growth. Limited goals are just that, limited, making them into a main goal or judging your success of them, will leave you short.