The problem with obsessive rank tracking
Search engine optimization (SEO) is often focused on achieving high rankings in search results pages. But columnist Ryan Shelley explains why this mindset may steer us wrong.
Keyword ranking is one of the most overrated and misused metrics in SEO. Yes, tracking your positions is important, but placing too much emphasis on this metric is problematic. When it comes to SEO, what you measure gets managed. That means that focusing on the right metrics will help you generate results that have a business impact, rather than an ego boost.
So, let’s talk about the problem with obsessing over rank — and what metrics you’d be better off focusing on.
The problem with rank tracking
Measuring keyword ranking is easy to get sucked into because it’s so visible. When you type in the all-powerful keyword and see your listing there at the top, it feels good. The problem with putting too much emphasis on this metric is that the search results aren’t always consistent. Google’s results will vary based on a number of different criteria.