SEO | Do SERP Rankings Matter?

It's a challenge to design and control your online presence to ensure when customers and prospects seek you online you surface on the first search engine results page (SERP) page .

Andrew Miller, in Rankings Don't Matter and Other SEO Metrics, says search rankings are an ego metric and rankings don’t matter anymore. He raises a valid point.

As you know, SERPs are the lists displayed in response to keyword searches in Google, Yahoo, Bing, etc. SERP lists include links to articles, websites, blogs and images that match or relate to the search term used.

SERPs typically include both paid and organic (non-paid) results. Paid results appear at the top of the list, and organic results are displayed below.

Some studies indicate 70% of people click on at least one first-page option. Others indicate up to 34% click the first displayed result.
Most small businesses try to achieve first-page SERP rank through strategic search engine optimization (SEO), rather than purchased top-of-list placements.

Achieving this ranking can be challenging. To complicate matters, search engine criteria change constantly, which means tracking, monitoring and applying these criteria can be a full-time job.

If SERP rankings no longer matter, it could eliminate a frustrating, time-consuming and sometimes costly task for small businesses already stretched to the max. 

An ongoing study by Slingshot SEO reveals fresh insights. It found that for any given SERP, 52% of users clicked one of the top 10 organic listings. Roughly one-third (35%) clicked on listings 1, 2 or 3.

It’s interesting to note that 43% of users click on listings 1 through 5, while only 9% click on listings 6 through 10. None of the SERP below-the-fold ranks (listings 5 to 10) received more than 4% of clicks.

This makes sense. A customer enters a search, scans the results and either clicks a link, conducts another search or abandons the effort.

Google and Bing provide SERP rankings tailored to geographic location, social-networking dynamics and a wide and ever-increasing array of personal factors, such as search history. The exact same keyword search will produce SERPs that vary from one computer or person to another, and these results shift continuously.

Knowing how you and your company perform in select keyword searches can be useful. Only you can decide whether maintaining or improving your company's SERP rankings actually matters.

The answers to a few key questions may provide a few clues. Are your sales up? Are qualified leads increasing? What are your customers and prospects seeking? When they seek, are you found? Is it due to SERP rank or something else?

Whatever metrics you use, remember: It's results, not rankings that count.



Andrew Miller said...

Hi Barbara, thank you for expanding on my idea that SERP rankings are usually a red herring when it comes to measuring SEO success. You hit the nail on the head with all the other research to back up my argument. Cheers!

Barbara Spencer Hawk said...


Yes, I found your article interesting. We seem to share a similar practical POV: tracking and measuring meaningful results is more important than chasing elusive SERP rankings.

This is particularly true for small-medium businesses, which on a day-to-day basis have more than enough on their plates.

credit business loans said...

On-Page Optimization Tips:

1. URL Naming:
If your domain name as possible, try to prime your targeted keywords, if still does not include your keywords in the url.

2. Title Tag:
Title tag, the first words that you place your keywords Place and after using the word can attract visitors.

3. Meta Description:
Many search engines use the description tag at any time, but it is best to set it properly just in case. Put your keywords in the beginning of the first meta description and your website attract visitors do yo tour.

4. Meta Keywords:
Yes many search is now not counted meta keywords, but use less engine search engine keyword tags, meta keywords using the search engine is still worth something to have your site rank.

5. Use Alt Text for Image Optimization:
Are unable to see images for Crawlers. Thus, appropriate displays using Alt tag your content with targeted keywords to optimize the images.

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