Keyword ranking is without any doubts very important as far as proper SEO is concerned, but more often than not its importance is highly overrated. Most SEO managers always take keen interest in enhancing and improving upon their keyword ranking to the detriment of other very important factors.
Business owners are elated when they get to know that their keyword rating is on the ascendancy as they seem to liken this to a total breakthrough in the online environment. This is not the case and the following factors attest to that.
One factor that has to be critically looked into for the success of any SEO program is keyword selection. The most essential consideration is the relevance of the keyword to the contents of your website.
For instance, an SEO campaign may be ranked high for a keyword that may not in any way be related to the contents of the website. In that case, the high ranking will not be anything worth celebrating as there is a huge disparity between the keyword search and the contents of the website. Hence the high ranking will not be a true reflection of the progress of the SEO campaign.
Keyword selection should be meticulously considered during the initial stages of any SEO campaign. First of all, one has to know the kind of keywords that usually leads to the website so that it can be ascertained as to whether or not they are related to the contents of the website.
You will also be able to know how popular those keywords are to your company as well as your contents. It is also vital to decipher which of the relevant keywords to incorporate in your website as this is pivotal to the success or otherwise of your SEO campaign.
The second factor to consider is the conversion rate of the keywords leading to your website. Keywords that lead to your sites are supposed to cause an increase in the signups and sales on your site.
The rate at which this happens is known as the conversion rate. Irrespective of your high keyword ranking, if it cannot cause the visitors to do what you want them to do on your site, then it is virtually worthless. As a rule of thumb, one-word keywords generally have a lower conversion rates than long-tailed keywords. Hence the more specific the keyword is, the higher the conversion rate.
The last factor to take into consideration is the return on investment (ROI). Generally, the size of the business enterprise determines the rate of return as they are directly proportional. Any SEO campaign should be able to yield a return that must at least offset the costs involved, so that it can be viable and economically sound.
Therefore, if your are spending so much money and time in an SEO campaign that is not yielding the minimum rate of return, then it means you have to take a second look at the whole setup again and discontinue the whole process. Therefore, high keyword ranking will not be important if your operating costs outweigh the revenue you generate from the whole process.
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