With the promise of increased website traffic, the additional exposure that your business will eventually receive and the potential for expansion that comes from increased sales opportunities, it can be easy to get swept up in the excitement of your SEO campaign. It’s a very powerful marketing tactic that can bring in a lot of results for your company, but in order to make your SEO campaign as successful as possible, you are going to want to actively monitor your rankings so that your campaign stays relevant.
If you don’t take the time to find out which keywords you’re ranking for, you might find that the bounce rate of your website is higher than it should be. Bounce rate is a measurement of users that returned to their search results after they were directed to your site from a search query. Usually users “bounce” back to the search results page that originally led them to your site because the information on your landing page isn’t relevant to what they are looking for or they don’t consider it to be credible. Relevance can be one of the most influential elements of your bounce rate. If the keywords you’re ranking for aren’t relevant to your business, your bounce rate could be higher than normal.
Your business provides sports equipment and you are currently ranking for the keyword “bats.” When people enter “bats” into a search engine, they could be looking for a bat to play baseball with or they could be looking for information on the animal. If they are looking for information about the animal and they find their way onto your site from the search results, they will eventually realize that your site isn’t going to provide them with the information they are looking for, and they will return back to wherever they came from. It’s not that your information wasn’t credible or your sales pitch wasn’t interesting, they went back to their search results because your sporting goods store wasn’t what they were looking for. It would be more beneficial to your business if you had a good ranking for “baseball bats” instead of just “bats.” You want to focus on keywords that will deliver better results because they are more relevant to your industry.
Do Your Research
Rankings won’t automatically increase your business’ sales. In order to really capitalize on the potential of your rankings, you need to make sure that your business is ranking for the right keywords. Being proactive and researching which keywords your site is ranking for is an essential part of your online marketing campaign. It will give you the ability to adjust your SEO strategy to redirect its power to obtain rankings for keywords that can be more effective for your business.
Give us a call today and put our search engine optimization consulting to the test. We’ll pass with flying colors.