5 Reasons Not To Use Rankings as Your Google SEO KPI

Key performance indicators or KPIs are used by businesses to assess their performance in the vast world of Search Engine Optimization. The ultimate aim of Search Engine Optimization is to establish a strong foothold in the fierce online competition that has taken both the virtual and real worlds by a storm.

However, on many occasions, businesses focus on the wrong KPI. One such KPI is the search engine ranking itself. While a high rank on Google is coveted by many, it is not always a true indicator of how well your business is doing, and here’s why.

The Short Term/Long Term Dilemma

There are numerous ways of making it to the summit of Google’s search engine rankings. Some are quick fixes, some involve the use of the best SEO tools, and others are more focused on what happens in the distant future. Those who have made their way to the top using shortcuts are very likely to fall early too. For those businesses, the search engine ranking is not an accurate reflection of the state of their affairs.

Google’s Ever Evolving Algorithm

You might be occupying one of the top spots on Google rankings, but that might change any day. Google is notorious for its ever evolving algorithm, which keeps incorporating changes. These changes may directly impact your ranking. Good if it takes you up a place or two higher. Not so good if it’s the other way round.

Chances of Facing Penalties

‘Summit fever’ is a term that has been used to explain why so many mountaineers have perished on expeditions to the world’s tallest peaks. Obsessed with reaching the top, they totally ignore the warning signs, and that usually costs them their lives. The same can be said for SEO professionals. Sure, their lives may not be as vulnerable as those of the mountaineers standing atop 8000 m. high mountains. But in time, they have a high chance of bearing the financial brunt for all their negligence towards the ethical practices of SEO.

Personalized Search Results

Everything’s personalized these days, and so are search results. In order to make the search process less time consuming for the user, Google takes into account search history, and a variety of other variables as well. This makes it difficult to gauge how well your business is actually doing. Just because some users see you on top of the pile does not mean that it’s the same for everybody else.

Ignorance of Other Important KPIs

Too much focus on search engine rankings tends to leave other important KPIs like conversion out in the cold. Processes such as conversion optimization are of great importance, but when the clients are obsessed only with the rankings, those processes are not implemented by SEO professionals. As a result, the businesses may lose out on a lot more than the clients realize.

The SEO world has definitely become unpredictable. But focusing on the right KPIs can definitely benefit businesses in the long run. Combined with the top SEO tools, it can be the difference between your business reaching the top, or falling flat on its face.