What Defines Website Success?

In the SEO world, "website ranking" is often touted as the most critical metric of success. It's no secret that top results receive a majority of Google's traffic.

According to a study from Chitika in 2013, a top-ranking result receives 33% of all traffic. After that, the drop-off is steep. The second result receives about 18% of all traffic. The third result receives 11%. If you're not on the first page, you're missing 92% of all traffic.

These numbers from Chitika may or may not match Google traffic in 2021, but SEO firms continue to propagate the idea that ranking is all-important. 

We asked Alex Stepman of SEO Sparta why many SEO firms market "first page rankings" as the ultimate SEO goal. He pointed to the oldest of marketing tropes: emotional appeal.

"There's just something so appealing about a number one ranking," he said. "It's a visible, immediate proof of the success of an optimization campaign."

But is it the most important metric of success?

"Not necessarily," Stepman says. "A top-ranking only tells part of the story--and often, a top-ranking is not as meaningful as other metrics."

So how do you determine the value of a top-ranking for your website? 

Ranking for the Right Keywords

Is your website the top result for a specific keyword? If so, what is the value of that top result to your business?

To estimate the value, ask yourself, "Is my website driving profits?"

If not, you might want to think about ranking for other, potentially more profitable keywords. 

Unfortunately, many websites achieve top rankings for keywords that do not necessarily attract profits. This is especially the case for local SEO clients who may have much competition (see below).

Read: "5 Steps to Finding the Most Profitable Keyword"

When Is a Top Ranking Bad?

When is a top ranking for a keyword not beneficial?

Stepman related the story of a Philadelphia purveyor of handmade vegan products. When Stepman met the purveyor, he had been in business for seven years and was happy to report that his site ranked first for a Philadelphia-specific search for a specific vegan food.

However, the vegan entrepreneur lamented, his website had not increased his profitability. He was performing well in the Philadelphia area, yet he wanted to expand his reach to other metro areas in the Mid-Atlantic region. He also wanted his customers to order directly from his website.

Upon reviewing the website, Stepman learned the interface was outdated, the content weak, and the functionality serviceable at best. The top ranking for the Philadelphia-specific search was primarily due to the company's physical presence in the area as the only local purveyor of vegan food.

As currently constructed, the website of this local purveyor of handmade vegan products was terrible. Stepman wondered whether the current traffic he received might be hurting his business.

To truly expand his business, Stepman told the vegan entrepreneur, he needed to improve his website in every way. Only then should he try to rank for more keywords.

The Top SEO Metric of Success: Profits 

We talk so much about the value of a top-ranking, we often neglect the value of a specific ranking. Do you have a top ranking? If so, its value may be variable. And it is certainly not as simple as stating, "A top-ranking receives 33% of all traffic."

The key, of course, is the profitability of any specific top ranking. As Josh Steimle writes for Forbes: "Rankings, backlinks, traffic, and even conversions don't matter, unless they lead to increased profits."

Read: "SEO: Focus On The Only Metric That Matters"

Steimle relates the story of a decline in his own firm's ranking. Closer analysis revealed that, although rankings had suffered, his firm's "bounce rate had been cut by more than half, visitors were visiting more pages on our site, staying longer on our site, and conversions were up 11%."

Much like the vegan entrepreneur, Steimle discovered his firm had been attracting the wrong type of traffic. Still, some studious SEO had shifted the dynamic: "What that tells me is that less of the traffic we don't want is ending up on our site, while at the same time we are attracting more of the traffic we do want."

In the end, profits are about attracting attention, but the correct type of attention is crucial. A top-ranking is only essential if it's profitable. 

Profit-Driven SEO with SEO Sparta of Bucks County 

If you're looking for an SEO firm that understands how to promote websites with profit-driven content that converts visitors effectively, call SEO Sparta: 215-900-9398. 

SEO Sparta combines traditional marketing methods and organic website optimization to design, develop, and optimize thoughtful, inspiring, and useful websites that drive profits. 

(Cover Image)

If you are interested in transforming your website into a money-making tool or are interested in exploring opportunities to outperform your competition, we encourage you to contact SEO SPARTA.

We combine traditional marketing methods and organic SEO--emphasizing natural website optimization--to design thoughtful, inspiring, and effective marketing campaigns.

Contact us