joined:June 7, 2011
Recently I've been thinking of another way of measuring performance for an SEO campaign other than keyword rankings. We all know that the volume and rank of keyword equates to changes in volumes of traffic, but I don't want to use this model anymore. Here's why..
1. Keyword rankings are incredibly unstable
2. With the implementation of Search plus your world and other social search metrics, including G+ logged in, keywords are positioned depending on social value, rather than link value
3. Devalue of anchor text in links
4. Google shutting down ranking scrapers
So that leads me on to.. If we are in a world where we can't rely on keywords as a performance metric for SEO any more, what can we use? I know it might not be right now that keywords are becoming redundant, but there's nothing like being prepared.
For me, it's all about content, so maybe looking at the value of pages as the main KPI? But this again would lead back to the number of inbound keywords that page has..