Rank May Matter, But Don’t Let It Blind You to Reality

Written by Brick Marketing

There is no denying that websites that rank towards the top of page one for a particular keyword are going to drive more traffic to their website for that keyword than a site that is on the top of page two. And while it’s important to monitor your rankings as part of the bigger scheme of things (a drop in rank across the board could mean your site was hit with a penalty), it’s so important that site owners and marketers don’t lose the forest for the trees when it comes to rank and keep their eyes on the big picture. Here is what Marios Alexandrou has to say about rankings:

I don’t promise keyword rankings and certainly not when the list is short. I’d much rather look at traffic to the site and conversions from that traffic. I’ve seen plenty of situations where traffic has increased and rankings haven’t changed. I’ve also seen traffic go down with no change in rankings. If all I looked at were rankings, I’d be ignoring reality.

Here are two ways in which only caring about rank may blind you to reality:

You could be ranking really well for keywords with a small search volume.

Rank May Matter, But Don’t Let It Blind You to Reality

Are you really going to worry about rank with numbers like this?

We have another client who consistently ranks somewhere 4-6 for their #1 keyword, and is on page one for plenty of other long-tail variations. But month to month their organic traffic is pretty consistent; no big dips but no real growth either. After watching how their website performs for a few months (and doing a little more digging) we hypothesized that one of the reasons their organic traffic isn’t increasing as much as they’d like (even when their rank goes up) is because they have basically tapped out the search volume for those keywords each month.

Think about it like this—say your “big” keyword gets about 1,000 searches a month. That means that you could not possibly get more than 1,000 visitors for that keyword each month, no matter what you did. Even if you are ranked #1 chances are you’re not going to get every single searcher who uses that keyword, but how many extra visitors can you really pull if the search volume just isn’t there?

Rankings are personalized to each searcher.

Both Google and Bing are trying to deliver a more personalized SERP to the user, so the search engines look at your location, your past search history, your social network (Facebook for Bing and Google+ for Google), sites you’ve visited before, and more to deliver the most applicable search results for you the searcher. What that means for site owners is that you may rank #1 for your “big” keyword on your work computer but that’s because you are always looking at how your website does for that keyword at work! Meanwhile, you may be ranked #8 or #17 for another searcher, based on what their search history looks like. Eyeballing rank doesn’t tell your much because it can vary so much from computer to computer, user to user.

We have one client whose organic traffic from Google has increased 254% year-over-year. That’s a staggering growth rate! Most websites are perfectly content with 15-20% growth in the same time period, and depending on their niche sometimes even 5% is a solid win. 254% amounted to about 5,000 extra unique visitors for this website and keywords that used to send 0 visitors are now delivering 30 unique visitors a month. I’d call that a serious SEO win! But at a local business owners’ meeting someone came up to our client and asked why his business ranked higher for XYZ keyword and suddenly he’s so worried about ranking he’s missing the big picture.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: