Great SEO Insights: Rankings are Old-School; Focus on Leads and Sales

While there are numerous blog posts and articles sounding the death knell for SEO (claiming that it’s time has passed and marketers need to look to other strategies to drive their marketing campaigns), the truth is that SEO continues to lead businesses to success. One thing has changed for SEO, though: it’s not solely about ranking on search results for specific keywords anymore, as it’s also about generating traffic and sales for businesses.

SEO is still very much tied to content marketing, as the main goal of Google is to deliver relevant, high-quality search results (i.e. high-quality content) to users when they perform queries. Moreover, when it comes to SEO campaigns, it takes time before the desired results are achieved, so exercising a lot of effort and patience can go a long way.

If you want to dig deeper into the topic, then consider these actionable SEO insights:

Shift Your Focus to Generating Sales and Traffic

In his article for Forbes (@Forbes), entitled “What CMOs Need To Know About SEO,” Josh Steimle pointed out that rankings on the search results no longer work like they did before, now that Google is increasingly customizing its search results based on the users’ location, device, and context. In other words, search results are no longer uniform; hence, ranking on search results for highly desired keywords does not drive the same results.

Steimle suggests that marketers today do away with their focus on rankings as a primary metric for their SEO success, and instead veer their attention to generating more leads and sales. This can be achieved by adopting a holistic view of SEO overlapping with other forms of digital marketing—like social media, content marketing, and conversion rate optimization.

How Long Until SEO Starts to Work?

As SEO continues to evolve, the main question marketers should be asking is, “How long until SEO works to generate leads and sales?” In another article for Forbes, entitled “How Long Does SEO Take To Start Working?” Steimle says that the answer to this pressing question depends on several factors, including how long a website has been around, how much SEO has been done on it, how much useful content it contains, and what shape it’s in. Steimle does point out that four to six months is the general time frame to see SEO’s beneficial results.

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