The world of SEO is constantly changing. Ever since its start over a decade ago, businesses have been required to adapt their strategies year-by-year as Google and other search engines change algorithms and rules in the game of SEO. Before, the main way to rank on Google was through the use of keywords. In fact, ranking organically through keywords was the most sought after achievement in the world of search engine optimization. Whether you were a small business or major brand, you would strive to attain the first organic ranking in the search engine results because it would help drive traffic to your site.
However, times have changed and so has the way people shop. Because of the ever-popular growing world of paid advertising, and the expansion of universal search, keywords are starting to diminish at an alarming rate. So now, SEO’s and digital marketers have to take the time to consider whether it’s worth their energy and resources to achieve premier organic rankings, just to get the click through rates. Reason being, keyword rankings now are not the only way to connect to online customers. In fact, just because you have the top organic listing or ranking, it does not guarantee you a conversion rate. Case-in-point, one of the main problems with keyword rankings is that any consumer can click-through to a website but can immediately leave because the title tag and meta-description were not in line with the contents of its associated landing page. (This is primarily because the company did not do its due diligence in creating quality content or taking the time to focus on the true needs of their niche.)
This being said, ranking first on Google does not mean that every visitor is going to turn into a paying customer simply based on the fact that you have the majority of the keyword power. In fact, there is another outlet that is becoming even more popular in converting users and customers. Enter social media. Social media several years ago wasn’t even on the radar for Google for its SEO marketing ability. However, because of the boom in social media connectivity, businesses and brands suddenly have had access to free channels that are far more useful for attracting new business to their websites.
Social media outlets such as Facebook, Instagram, and YouTube are now the most sought after ways to connect with potential new customers. And paid advertising on these media outlets is starting to far outweigh the popularity of keyword ranking. This is because it is far easier for an SEO marketer to find their niche market through social media, and pay Facebook or Google to advertise to their potential customer’s media page directly. Thus eliminating the effort it takes to rank organically. Not to mention that Google is now starting to focus more on local options for consumers, as opposed to a company far outside a users geographic map, simply because they rank higher in keywords.
With all this to say, there is still a time in a place for organic keyword ranking. In fact, despite diminished visibility and click-through-rate within particular types of search listings, organic keyword ranking still remains one of the most powerful ways for brands to connect with new customers. Marketers can still maximize traffic and conversion rates through keyword rankings by creating quality content around niche concepts and phrases that target their audience directly.
So, what is this mean for the world of keyword rankings? Well, it means that while it is starting to become a little less popular, it still remains relevant, as long as you’re focusing on quality content and targeting a specific niche. These things have to go hand-in-hand in order for organic keyword rankings to make any sort of difference in the ever-changing world of SEO. Therefore, it is your job as an SEO or digital marketer to understand the changing trends and how to better strategize for your SEO in the future.