Why Rank is the Wrong Metric to Pay Attention To

Written by Nick Stamoulis

Of course there is value in ranking in the top spot in Google. We’re not trying to tell you there isn’t. However, it’s important to understand that rank isn’t the only way to measure the success of your SEO efforts. It’s a good idea to keep an eye on rankings because too much fluctuation could be a sign of a bigger issue but focusing too much on rank can make you crazy and frustrated and it’s not going to get you anywhere.

Search engine keyword ranking as an SEO goal is not a new topic, we have written about this many times in the past and continue to write about it since it is so important to understand.

Here are several past related blog posts about this very topic as well:

Here are 3 reasons why rank is the wrong metric to pay attention to when measuring SEO success:

 

Search is personalized

The search engines want to provide the best results to users which is why search results are becoming more personalized. This benefits the user but means that your ranking could be completely different for each person that searches. Search history, social signals, search preferences, and location all play a role in determining what results a searcher sees. If a searcher is logged into a Google account when searching they will see different results than if they are not.

Rankings are never the same

The search engines are active entities. The robots are constantly crawling and indexing new and old material and therefore what ranks for a specific keyword or keyword phrase is continually changing. The search engine algorithms are also constantly being tweaked. Many algorithm updates go unnoticed because they are so minor, but it could make the difference between being ranked 4th or 5th on any given day. Rankings fluctuate based on this activity. The search engines also favor “fresh” content. If you’re actively publishing content and then take a break, you could see a slight dip. Or maybe you’ll see a slight bump up if you’ve recently earned a lot of press for something, but eventually after the buzz dies down you will settle back to where you were previously. There are so many ways that a search rank can change on a day to day basis which is why it’s not a good metric to measure SEO success.

Rank could be for the wrong term

A good, white hat SEO firm will never guarantee SEO rankings because so many things can impact a search ranking. However, there are plenty of firms that claim that they can get you to number one. How do they do this? Well, they never specify what terms they can get you to number one for. You only want to rank for search terms that people are actually searching for. It’s pretty easy to get to number one for a term that isn’t popular and nobody is using to search. A great ranking is only valuable if people are searching for that term and clicking over to the site.

Instead of focusing on rank, better items to pay attention to over the long term for SEO success are visitor growth and an improvement in non branded keywords bringing in traffic. SEO is a long term process and rank should improve over time, but it’s not something to obsess over on a daily or even weekly basis.

Categorized in:

Like what you've read? Please share this article


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

"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 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

"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

"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

"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.

"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 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

"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.

"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

"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

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: