Je li važan vaš organski rang?

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Vrijeme je da malo razbarušim SEO opet perje! Danas sam odlučio preuzeti statistiku s Google Search Consolea i zaista istražiti promet koji dobivam iz organskog pretraživanja. Martech Zone rangira nevjerojatno visoko na brojnim ključnim riječima s desecima # 1 na visoko konkurentnim, velikim količinama ključnih riječi. Svi znamo da što je veći rang, to je veća stopa klikanja na stranici rezultata pretraživanja. No je li to bitno u široj slici?

Ne popuštajte ukupni promet organskog pretraživanja od ključnih riječi koje ne rangirate ili koje imaju mali opseg pretraživanja. Na naš marketing blog, 72% našeg organskog prometa dolazi od prijava koje jesu čak ni na 1. stranici! Još je zanimljivije to što dobivamo više prometa od ranga 8 nego što imamo od ranga 1!

Shvaćam da ovo zvuči bogohulno, ali stvarno morate razmisliti o tome dok gledate strategiju marketinga sadržaja. Je li važnije ulagati u rangiranje na velikim količinama visoko konkurentnih ključnih riječi? To može biti pravovremeno i skupo. Ili, možete li uložiti vrijeme u napor u pružanju raznolikog sadržaja ključnih riječi s dužim repom koji nisu toliko konkurentni, ali su izuzetno relevantni za vašu organizaciju?

Da budem iskren, odabrali smo ovo drugo. Prije sam mislio da je rangiranje br. 1 presudno za naš uspjeh. Ali otad sam otkrio da nam ulaganje više energije u sjajne sadržaje sveukupno privlači više pažnje. Statistika ne laže ... iako se stopa klikanja na stranici s rezultatima tražilice može znatno povećati dok dođete do mjesta 1, naš promet zasnovan na rangiranju nije ni približno toliko važan. Znamo da možemo postići sjajne rezultate s izvrsnim sadržajem ... zašto jednostavno ne poraditi na tome i povećati svoj organski promet relevantnim, kvalitetnim sadržajem, umjesto da svaki put pucamo na bulseye?

Napravite vlastitu procjenu organskog poretka. Gdje je većina vašeg promet dolazi iz? Još bolje pitanje, gdje je većina vašeg posao dolazi iz? Pretpostavljam da dolazi iz raznih relevantnih pretraživanja s dugim repom. Dokaži da nisam u pravu! 🙂

Final Misli

Ne odbacujem u potpunosti visoko mjesto pod visoko konkurentnim uvjetima. To je sjajan pokazatelj autoriteta i može dovesti do velikog prometa. Također, čini se da je visoko rangiranje nekih ključnih riječi u korelaciji s visokim rangiranjem mnogih povezanih ključnih riječi. Kombinacija može pokrenuti tonu prometa. Jednostavno zagovaram uravnotežen pristup. Umjesto da pokušavate dobiti homeruna sa svakim palicom, dobro je svako malo samo pokušati doći na bazu!

Ažuriranje: Nakon dijeljenja ovog posta otkrio sam da nisam jedini koji je to primijetio Potjerajte promet, a ne rangiranje.

14 Komentari

  1. 1

    This was a really good post Doug. Men lie, Women lie, Numbers don’t. So from your numbers, I’d say you’re spot on — and more importantly, non-consumer-facing companies should consider this approach. I’m coming into the office a couple days next week and working — I’d love to dig deeper on this. (PS: I’m 2 weeks into learning on teamtreehouse.com. Somebodies decided to learn to write his own code. Let Mr. Coley know! He’ll get a kick out of it! HA

  2. 2
  3. 3

    So did this content have adwords connected with it as well? In other words were you getting paid traffic from adwords and the organic listing was visible. I think adwords performs better when their is a corresponding organic listing visible. Given the choice people will click the premium add (when the other is visible) this causes adwords to be the traffic source and the numbers will paint organic as looking unimportant but the truth is the CTR would have been lower without those organic placements.
    Great thought inspiring post.

  4. 5

    Doug, your last bit of advice, chase traffic, not rankings is exactly what most people do not get. Sometimes I think it is because rankings are easy, traffic is hard and conversions, be it ad clicks, leads or sales is even harder.

  5. 6

    Hi Doug, I liked this post but I had a comment regarding your definition of SERP rankings for this article. If your position is that Google SERP personalization has made a common definition of Google “ranking” irrelevant, what definition of ranking are you using for this study? In other words, you’re making a claim that 72% of your traffic is coming from keywords you don’t even rank for on the 1st page of Google SERPs,  but if everyone’s personalized, who’s Google SERPs are you talking about? *Someone* is finding your blog for those keywords, right? And the chances that they’re searching on Page 2,3,4 etc of the Google SERPs are low. So for them, you ARE ranking on the 1st page, otherwise they probably wouldn’t find you in the great numbers you’re talking about. 

    • 7

      Actually, that’s not the case Tod.  As the article shows, the majority of the search traffic I’m getting is  NOT coming from my placement on the first page.  My point isn’t that ranking is NOT important…. my point is that RELEVANCE is much more important THAN ranking.  If you focus your content and write great content, people will find you.  Regardless of rank.

      We are also seeing this with our clients.  High volume, high ranking keywords are driving some traffic but not conversions.  Conversions are coming from highly relevant pages and posts from long-tail keywords are from SERP placements outside of the first page.  Again, relevance over rank.

  6. 8

    Doug, your article was very clear that 72% of your traffic is NOT coming from queries where you rank on Page 1 of the SERPs. My question is more around the concept of “ranking” in the age of SERP personalization.  72% of your organic search traffic found you…somehow. How are they finding you if you’re not ranking on Page 1 for those queries?  Has SERP personalization come so far that everyone’s Page 1 is so very different?

    • 9

      To an extent… Some of our clients are seeing half of visits from personalized search. But this isn’t personalized search… This data came from Webmasters. This is people that ARE clicking past page 1 looking for a RELEVANT result.
      Douglas Karr

      • 10

        I always was under the impression that when people don’t find what they want on Page 1, they simply re-query, asking the question in a different way, rather than going to Page 2. That’s what I’ve always heard and in fact that’s what I always do.  If what you’re saying is true, people’s search behavior is changing quite radically. 

        • 11

          Tod – that’s definitely how I do searches. But it never ceases to amaze me how other people search.  For example: Many, many, many people type entire sentences into search engines rather than just a few keywords.  We’ve worked with our clients on developing FAQs that capture a ton of searches.  Who knew?!

  7. 12

    Doug, I really like the article. My mantra has always been customers first content second. If your content is appealing to your customers they will always find you.

  8. 13

    Dogovoren.  

    Most of my traffic comes from pillar posts that I’ve written years ago. The long tail provides me with a regular stream of traffic day after day. The term “pillar post” has been somewhat abused over time. When I say “pillar post” I mean writing bonafied original content that is relevant to my site niche and fills a real need to the community. Not just curating content like some do. Being the first to fill that need established my content with Googebot as THE authority on the topic. 

    Dobar post Doug.

    BB

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