ARE ORGANIC KEYWORD RANKINGS STILL IMPORTANT?

 

High keyword rankings are the most coveted goals in the world of SEO in Dubai. Small businesses here strive to obtain the first organic listing in search results because of the lucrative traffic and lead opportunities that are associated with this position.

But with the evolution of paid advertising and Google’s continuous efforts to provide consumers with content that resolves their demands directly in search results, the opportunities attached to traditional keyword rankings are diminishing.

Let’s look at some evolving trends that are pushing aside its relevance:

Keyword rankings aren’t the only way to connect to online customers

There was a time not too long ago when achieving the first organic position on Google was one of the only ways to attract new online customers to a website without having to invest in paid advertising or e-mail marketing.

Ten years ago, the world was just warming up to the power of social media and its influence on the World Wide Web. But now in 2017, there are thousands of social media platforms to join, millions of user-generated content forums, and approximately 320 million blogs around the world.

Today, it’s rare to find a local business or brand that isn’t connected to an established directory host like Yelp or TripAdvisor, whose own online credibility is so impressive that it allows their less authoritative clients to rank well within organic results.

New niche environments allow businesses to focus on conversions, not site traffic

When companies and brands were only able to connect with new customers through organic rankings, it made sense to invest a significant amount of time and resources to build thousands of links and cram keywords into a particular website to increase site traffic.

Now that there are thousands of free channels that cater to niche demographics with specific interests, it’s easier than ever for brands to identify relevant environments that can be targeted for specifically for conversions. The online landscape of today allows businesses to focus on maximizing qualified conversions, rather than trying to gain as much traffic as possible with the hopes that a particular portion is going to convert into a sale.

One of the problems with keyword rankings is that any consumer can click through to a website and immediately leave because the title tag and meta description didn’t align with the content of its associated landing page. Ranking first on Google does not mean that every visitor is going to turn into a paying customer because of how limited keywords are for understanding granular details associated with online consumers.

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Social media and other niche online communities trump the value of keyword rankings because they serve as natural environments for like-minded users with specific interests to hang out in, consuming new forms of hyper-focused content that keep them returning.

Local results bury traditional rankings

Google’s focus on providing content that displays local options for consumers to consider has diminished the power of premier keyword rankings for some industries which were appearing at the very top of search listings, only to now be buried beneath the fold of closer, more convenient options.

Direct answers & featured snippets diminish consumers’ need to engage in site content

The ability for Google to resolve consumer demands without having to enter a particular website continues to increase, as there are more free definitions and featured snippets such as Google’s calculator or currency converter that immediately shows up in search.

Informational websites that depend on attracting a tremendous amount of traffic in order to maintain their ad rates are at the mercy of featured snippets, which provide users with immediate answers whenever they search with specific questions. Featured snippets also push traditional rankings below the fold, which may negatively affect CTR.

But why keyword rankings are still important for success

Although the points made against the effort it takes to build premier keyword rankings are valid, it is still important for businesses to actively strive for premier organic rankings as it remains one of the most powerful entrances for brands to connect with new customers.

SEOs and digital marketing specialists can maximize their traffic and conversion opportunities through keyword rankings by creating quality content around niche concepts and phrases that their target audience uses or searches for. This allows brands to increase their monthly traffic and receive qualified conversions based.

Like anything else with digital marketing in Dubai, the formula for achieving success is to maintain a campaign that combines social media, paid advertising, SEO and other relevant channels.