Winston Burton says, “Some SEOs and brands think that rankings are a very important metric to track for SEO success. But is this really the case?

Some sites rank well for high-volume keywords but don’t get any benefit from it because the keywords do not meet user intent, and the user ends up leaving the site because they could not find what they are looking for. This leads to a bad user experience.

High search engine rankings can be great — but only if the keywords drive traffic, deliver conversions and improve your ROI.

Sometimes, a brand owner or client has specific keywords for which they want to rank because they think those keywords are valuable. You plead your case on why these keywords will not be good targets (e.g., because they have low search volume, the content does not meet the intent and so forth), but you’re a team player, so you go ahead and target the keywords to make your client happy”.

Do keyword rankings even matter anymore?

Search Engine Land

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