Why Keyword Rankings Still Matter
My name is Barry, and I’m a rankaholic. Over at least the past five years the SEO community has increasingly distanced themselves from search engine rankings as a KPI. Many SEOs publicly profess that they don’t report on a site’s rank in Google for a given keyword, and consider being a post-rank SEO a badge of honour.
And I disagree with that. In fact, over the years I’ve come to realise that rankings matter, and that they should be reported on regularly in your client performance reviews.
When a SEO blogger derides rankings as a valid metric, they usually erect a straw man argument. “Rankings are not the key SEO metric”, they say. “It should be all about engagement and conversions!” is the mantra of many a self-styled ‘inbound marketer’.
And they’re right, to an extent. Rankings should not be the be-all end-all of your SEO reporting. At the end of the day, conversions are what matters most to the client, but they too are not the only metric to report on. Context matters for conversions too, because there are many factors that can have a profound impact on conversions.
There is no single key SEO metric – instead we need to look at the bigger picture, and report on a whole range of KPIs that indicate progress. To dismiss rankings outright because they’re not the single key metric to measure SEO success by is patently ridiculous.
I sincerely believe rankings should be one of SEO’s core KPIs, because rankings matter. Rankings are accountable, rankings give you a strong indication of where you stand in relation to your competitors, and rankings over time are a powerful indicator of success or failure.
Yes, rankings should always be reported in their proper context and as part of a wider analysis of the query space the client site is operating in. On its own rankings tell only a small part of the story, as the SERPs for these keywords could be dominated by universal elements such as local results, images, videos, and news.
And yes, there are issues with reliable rank tracking, as the increasingly potent effects of highly localised and personalised search results make a discrete individual rank in a single geographical location on any given day a statistically insignificant data point. But the same goes for the amount and demographical make-up of the visits a website gets on any given day. Instead when we report on web analytics, we always look at trends over a longer period of time.
The same should apply to rankings. When reported in their proper context – as trends over time to compare yourself against your competitors and measure your overall visibility in search across a range of relevant keywords – rankings are immensely valuable and a potent metric in your KPI reporting mix.
Especially now in this [not provided] world when we have lost so much visibility of the keywords that drive organic traffic to our sites (and anyone pointing to Google Webmaster Tools ‘SEO reports’ as a reliable alternative data source will be mocked and ridiculed), rankings are now one of the few genuine data sources we have to measure SEO progress against.
The fact that Google doesn’t like rank trackers (because, in an example of hypocrisy of truly cosmic proportions, Google doesn’t allow an automated robot to scrape its content) is all the more reason to embrace them wholeheartedly. Google is the enemy of SEO transparency and accountability, because it realises its own AdWords platform pales into insignificance in terms of ROI when compared on a level footing with SEO.
If you’ve stopped reporting on rankings in your client reports, ask yourself why. Did you really think they no longer mattered as a metric, or did you just jump on the hype-driven inbound marketing bandwagon?
SEO is about adding value to your clients by driving relevant organic traffic to their website. In this context, rankings are a great indicator of progress. If you’re not reporting on keyword rankings for your client sites, you’re doing them and yourself a disservice.