I would like to make the case that SEO experts’ time is better spent focusing on primary results metrics (such as organic traffic and conversions) and only analyzing organic rank/position as it relates to these business results.

The Value Of “Ranking”

A website can “rank” across search results for the same query, and that “rank” can change minute-to-minute, day-to-day, device-to-device.  Given the complexity of the factors considered before a search engine displays results, there is no definitive way to measure rank. Variables such as personalization, localization, search history, device in use, etc., — and their impact on search results — have been documented at great length.

We know that a webpage must rank somewhere in order to drive the associated organic traffic to a website.  The problem is pinpointing that somewhere and assigning a specific rank value.

I recently completed an (unscientific) experiment with a group of SEO experts, analyzing rank for a company’s high-priority phrases. During a 15-minute time period, we used Google to conduct the exact same search from various geographic locations within the U.S., on unique computers, using various browsers and Web proxies, some while logged into Google accounts and some not.

We found that the website ranked across the first page of the search results in dissimilar positions, or in some cases, did not rank on the first page at all.  So, what exactly is the website’s “rank” for that phrase? Who knows!

Rank Chasing

Chasing a specific rank is really a futile exercise. Focusing on measurable and actionable metrics is not. 

To “rank” in search results is to gain exposure and drive traffic to a website.  You will find — when reviewing a specific page of your site in analytics — the volume of keywords from organic search that drives traffic to your webpage is much larger than specific keywords for which you have optimized the page. Actual organic search queries are likely a combination of derivatives of your targeted phrases, direct variations of targeted phrases, brand phrases, and long tail phrases.

When optimizing a page for appropriate keywords and phrases, we forever chase the exposure that is measured by increased organic traffic to that page. While we don’t get a full picture of every single keyword due to the (not provided) privacy protection, there is plenty of actionable data at the landing page level for organic traffic (some query data, engagement data, conversion data, etc.).

Rather than focusing on ranking reports, I suggest that you prove the value of your SEO program by focusing on metrics that impact business results: first traffic, followed by conversions (sales, lead generation, engagement – whatever your goals are for the page or website).

In the end, it’s a quality game. Ensuring visitor quality is why we spend so much time researching potential keywords and phrases. We need to match the intent of the search with the content of the page to turn that traffic into qualified visits and conversions.

How will I know if something has gone wrong?

One case for the use of ranking reports is performance monitoring and internal assessment.  The ability to see a significant shift, specifically a decline, before it has time to do serious damage is a major concern. I think being proactive is an essential component of SEO success! I also believe there are effective ways to achieve this without the use of a ranking report.

3 Alternative Options For Analyzing Organic Search Results

Webmaster Tools

Google Webmaster Tools provides alerts for any major traffic changes (if you drop out of the search results – there will be a traffic impact, even if you catch it early).  Webmaster Tools also provides “average position” data that can be used to track trends with regard to “rank” if the keyword level data is a must. 

Analytics

Most analytics programs allow for alerts to be set to monitor specific performance metrics.  In Google Analytics, you can utilize the Intelligence Events section to see both Automatic Alerts (alerts generated by Google when there is “a significant change in the traffic patterns on your site”) and Custom Alerts, which you can specify yourself. Read more from Google on this reporting:

Manual Spot Checks

While not as quick as a ranking report, I highly recommend performing manual spot checks to ensure not only the relative position is in line with expected results but also that the actual listing is desirable when compared to those around it.

Plus, There’s The Penalty Factor…

“Scraping” Google’s databases for rank data is against their terms of use. The enforcement of this policy seems to be a nearly impossible undertaking, but knowingly violating any policy of a major search engine in which you seek increased exposure, and from which you desire more traffic, is counter-intuitive.  I like to err on the side of caution and not “anger the beast,” so to speak.

See “Using our Services” section of Google’s Terms of Service:

“Don’t misuse our Services. For example, don’t interfere with our Services or try to access them using a method other than the interface and the instructions that we provide… We may suspend or stop providing our Services to you if you do not comply with our terms or policies or if we are investigating suspected misconduct.”

Do You Really Need Ranking Reports?

If a client, boss or manager has ever asked why their site is listed in position “x” when your ranking report shows it is ranked in position “y,” then you have likely realized that reporting rank is a futile exercise. Eventually, a manual search will display something different — and you’ll have to explain (validate) your report.

Focus on the metrics that matter most, traffic and conversions, instead of chasing that moving target called “rank.” Performance data will always tell the tale that a mere ranking report cannot.

Final note: There are a lot of areas in the digital performance realm that must evolve, not just ranking reports.  In fact, the use of phrase “search engine optimization” in and of itself is very contradicting. Only the individuals at our favorite search engines can optimize them; so, at the very least, it is more accurately “website optimization.”

At present, most SEO’s wear several hats and focus more on site quality, technical performance, usability and good old-fashioned marketing… but that is an article for another day.

1. How does our SEO plan differ from a consumer-oriented (B2C) SEO program?
2. Specifically what B2B SEO methodologies are you implementing?
3. How does the SEO program directly contribute to my business goals and marketing objectives?

1.  Unique Aspects Of Your B2B SEO Plan

Evaluate your expert’s understanding of your specific B2B market. Ensure that you are not getting a one-size-fits-all solution. While many fundamental elements of SEO implementation remain the same for B2B and B2C websites, make sure your SEO partner understands the ways in which you want to engage your business audience.

Specifically, do they understand your customers’ research and buying process? Ask your expert about how your SEO Plan and Keyword Map addresses searcher behavior at each phase of the buying cycle.

Typical B2B Buying Cycle Process

Is your SEO expert optimizing for the following types of search phrases:

• General market research terms
• Product/service evaluation phrases
• Purchase-ready queries

Here is a sampling of keywords from a SEO Plan that spans all buying cycle steps for an ERP software company:

2.  Review Specific Methodologies

While this may seem like a basic question, it is important to remain well informed as to specifically what your B2B SEO expert is doing on your behalf. Is their SEO implementation plan in line with the guidelines set forth by the search engines? Does the plan focus on the tasks which are most impactful to your business? Also known as “white hat”, strategies that do not violate these guidelines can be very effective.

Things like improving the quality of your site’s content, removing any road blocks to search engine access, ensuring appropriate page load speeds, creating compelling Title tags (note I use the word compelling – not “full of keywords”) all fall within the scope of acceptable practices. If your SEO professional is not willing to share their methodologies, that should be a major red flag.

In particular, you should ask about any link-building efforts they have underway. The search engines, especially Google, have taken steps in the last year to weed out sites that have used unfavorable methods for link-building.

I recommend that you ask your SEO expert these 4 specific link-related questions:

1. Specifically where are the links being placed?  Can they provide a list of URLs?
2. Why are those websites/blogs/forums placing a link to your website?
3. Is the content on the website directly related to the link?
4. Does the link have marketing value or is it only there for a potential impact on rankings?

It is essential to know that you are in complete compliance with the search engine guidelines, specifically where links are concerned. Links should be on credible websites that are topically related to your own website.

Links should not be purchased (this is not the same as advertising on a website, which is fine as long as it is clearly defined as an advertisement). And a link from any website should provide assistance to marketing and branding efforts – not just to help boost rankings.

Search Engines take offense to anyone trying to “game the system” by violating their guidelines. Even Google had to penalize itself when a vendor violated quality guidelines to promote Google Chrome.

In order to protect your brand, reputation and organic traffic, it is imperative to have full disclosure from your SEO expert on their efforts. If they are unwilling to comply with this request, it is probably time to part ways.

3.  Measurable Impact On Business Goals & Marketing Objectives

It can be easy to get side tracked by ranking for your “money phrase” and lose sight of the things that directly impact the success of your SEO efforts. While rankings are the means to an end (increased rankings should lead to increased traffic), the more important factor is whether or not the organic traffic is qualified.

Are they engaging with your website? Is your lead generation improving? It is essential to keep your “eye on the ball” by clearly defining what success looks like to your B2B company.

For example, user engagement on your website is likely a Key Performance Indicator (KPI). The amount of time a user spends learning about your company can directly impact their next steps in your buying cycle.

Here are some important B2B SEO metrics to consider:

• Amount of time organic visitors spend on the site when searching with branded vs. non-branded keywords/phrases.
• Volume of returning visitors using branded phrases in their search queries.
• Critical engagement steps such as viewing a case study or downloading a whitepaper.
• Organic conversion funnels, events and goals.

Due to the complexity of the sales process generally associated with many B2B websites, calculating ROI on a SEO program is far more difficult than with an ecommerce site with clear revenue tracking.

Businesses generally do not make “impulse buys”; therefore, they spend a lot of time understanding their needs, assessing possible solutions, and comparing options before engaging/purchasing.

By understanding the goals of your SEO program and clearly communicating what you consider to be the KPIs of your website in relation to the buying cycle of your service or product, your SEO partner should be able to demonstrate their success (or failure). If your SEO expert is a true pro, they will also constantly suggest ways to improve upon your KPIs.

Ensure B2B SEO Success

If your SEO professional can answer these questions to your satisfaction, you can be comfortable that you are in good hands. You are holding them accountable, understanding their practices for SEO implementation, and ensuring they are focused on the goals and objectives of your company. I recommend that you ask these questions of your SEO expert on at least a quarterly basis to confirm that your SEO program stays on track and is successfully meeting your business goals.

Unfortunately, selecting these keywords isn’t always as simple as it would seem. Many B2B companies have very specific marketing and messaging philosophies that may not always line up exactly with the way prospects search.

What? We Can’t Use Those Words!

This is not a new problem. It is often said that SEO is the art of compromise. There are times when a B2B company is presented with SEO recommendations and the response is, “we don’t want to use that word/phrase on our website”.

While the keyword or phrase may be highly relevant and have great search volume, the phrase itself may not be appealing from a brand message perspective.

For example, your marketing team may refer to your service as “demand creation”, but the vast majority of your prospects are searching for “lead generation.”

Your CEO may be in love with the term “enterprise telecomm services”, but most buyers search for “call center.”

What should a B2B marketer do if their company’s brand messaging does not align with the way prospects search?

Six Factors To Consider

Here are six factors to consider when evaluating whether or not to include keywords in your SEO strategy:

1. Keyword relevance
2. Search volume
3. Competition
4. Searcher Intent
5. Market Position
6. Internal vs External Industry Jargon

Relevance & Volume

First, does this word or phrase describe your business or your products/services? Is it highly-relevant to your business? If yes, the keyword should at least be considered for inclusion in your SEO program.

Second, does research indicate that this keyword or phrase is commonly used?

Look at total search volume as well as the amount of variations of the keyword or phrase. If volume is high for both of these metrics, this phrase is most likely often used by prospects in relation to your business.

Competition

A third data point to consider is whether your direct competitors are using the phrase.

If a majority of competitors use these words on their websites – there’s probably a very good reason why! Be cautious about going against market trends when it comes to common search phrases and the way people describe your products and services.

Searcher Intent

Can you tell if the person conducting the search with this keyword or phrase is looking for your product or service offerings? Or does this word/phase have a variety of meanings and uses?

For example, acronyms often have high search volume, but searcher intent can be hard to determine due to different meanings.  ”ERP ” usually means Enterprise Resource Planning, but it can also mean Effective Radiated Power, and Electronic Road Pricing!

In order for a keyword to be an effective element of your SEO campaign, the intent of the searcher must be to find the exact service your firm offers.

Market Position

The next factor to consider is market position.

If you incorporate a keyword/phrase into your website, will it negatively impact your company’s position in the market? This may be the case if the keyword describes only a small part of your overall service offering or is not entirely reflective of your company.

Overall, if it is not likely that having this keyword (or phrase) on your website will negatively impact market position or audience perception then the risk associated with including this keyword or phrase in your SEO program is low.

Industry Jargon

Finally, the issue of industry jargon must be addressed.

It can be hard to remember that a word doesn’t always carry the same meaning to the whole world that it does within your company. B2B marketers often create a new description for products or services that they believe sounds better than the common name or search phrase.

While it is important to have a unique selling proposition, the new description may not match the way your target audience would describe your product or service.

Remember, successful SEO is dependent upon speaking the same language! Beware of building your SEO strategy around internal marketing jargon – rather than the words prospects actually use to search.

SEO Benefit vs. Market Position & Perception

In my opinion, an effective SEO program requires that a company stand behind all of the keywords and phrases they are targeting. These six considerations can help you evaluate the pros and cons of including keywords in your SEO strategy.

There are times when a B2B company must adapt their brand message and times they should stay the course.

SEO agencies and B2B companies alike must thoughtfully consider the potential impact a keyword can have on SEO results and how this keyword may influence the market’s perception of your firm.

Dysfunctional Algorithms

With all of the user information these engines have at their disposal, how is it that they still rely so heavily on link popularity metrics to determine what constitutes a relevant result? Why do they put so much value on what happens before the click and not more weight on the data they have regarding behavior after that click? The most honest feedback a search engine can get regarding the quality of their results is already at their finger tips.

Post-Click Relevancy

If I land on a page with useful information about the topic for which I searched, and if that site is easy to understand, navigate and use, I will stay on the site and engage with the content. Alternatively, if I immediately leave a site and return to the search results or perform another search, this should be a red flag to the search engine that I did not find a relevant result.

In my opinion, the following usability metrics should be utilized more prominently by search engines to help determine relevancy and should be assessed by each search term/phrase:

• Bounce rate
• Time spent on the site
• Engagement rate
• Actions taken
• Subsequent searches

B2B Website Implications

What would this mean to you as a B2B marketer? For one thing, no more wasted time link baiting/swapping/buying. It also means that your B2B marketing efforts will need to go beyond getting mere traffic to your website.

For example, don’t rely solely on traditional website analytics data to understand how prospects are interacting with your site. One suggestion: add visual/graphical user analysis tracking. Software such as CrazyEgg and ClickTale provide B2B marketers with a visual (heat map) rendering of where people click, how they engage, and how they move through your site.

You can, at a glance, understand prospects’ behavior and identify areas for improvement in terms of website navigation, calls to action, and conversion funnels.

Improve B2B Online Actions And Conversions

Specifically, B2B marketers can use this data to analyze and improve desired online actions such as:

• registration form completion
• subscription or webinar sign-up
• contact a sales rep
• download a whitepaper
• access to product specification pages

Benefits of Usability And Conversion Improvement

B2B marketers should take the time to ensure an optimal user experience on your website. Usability and conversion improvement will not only help you as the website owner – they can assist search engines in providing relevant search results. A fast, easy, intuitive experience from search query to conversion is the best way to guarantee that a user returns to perform more searches.

Will there be a day that rankings are based on quality content and usability factors over keyword spamming and links?  Maybe this is the year; will you be ready?