ROI Is More Important Than A #1 Ranking

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One trap SEO professionals and their clients can fall into is focusing too much on getting that number one spot.  It’s easy to see how it happens: we monitor our progress by watching websites move up the rankings, with the top slot marking an easy finish line.  If all we focus on is link building to get that top slot, however, we can lose sight of opportunities to provide better ROI for our web marketing and SEO efforts.

Today I’ve gathered a few articles from other blogs that highlight a few of the different options available for promoting your website besides building backlinks.  While I tried to cover a lot of bases, this is by no means an exhaustive list.  The key to remember in all this is that any time you find yourself feeling like there’s nothing to do but throw links at your site until it reaches the top, take a step back and see if there isn’t a better way to use your time and budget.

First we look at a very unique plan to get more content on your site and more visitors to your pages.  This post actually comes to us from the CEO of SEOmoz, Rand Fishkin.  In this article he talks about the cost of direct link buying versus purchasing the whole site.  In his example he talks about buying a link on a blog, or just buying the whole blog and migrating it to your business site.  The example is well laid out and makes a lot of sense.  Anyone looking into a big paid links campaign might want to rethink it after reading this post.

Link: Buying Links is Shallow, Short-Term Thinking. Buying Blogs? Now that’s a Strategy.

Next up we have a post from Miranda Miller, a staff writer at Search Engine Watch.  This one is all about Pinterest.  If you run an e-commerce site and dont have Pinterest integrated, you are already behind the curve.  One of the most interesting things you learn here is that Pinterest is driving more referral traffic than Google +1 right now.  For an e-commerce site, or a brick-and-mortar store, Pinterest can drive massive amounts of traffic.  For some people its bringing in more than search engines and PPC.  This post walks you through a great case study and then some simple tips to get started.  If you’re looking to get more traffic and better conversions then Pinterest is a good place to be looking.

Link: Pinterest Marketing Tips & Tricks to Drive Targeted Traffic

For our third entry we look at a post on community building by Thomas Høgenhaven, creative director at Chrisper Economy. Here we get actual statistics about the use of community building to drive traffic and interaction on a website.  The best way to describe this entry is with a direct quote:

“In this post I focus primarily on community building. At SearchLove last year, Rand had a slide stating a 34% growth in 4 months, primarily from Q+A, YouMoz, the blog and user profiles. Add to this that community members are some of the best link builders you’ll ever find. Getting community right is a huge win.”

Link: What Community Builders Can Learn From Research

The final thing we should all be looking at after reading and possibly implementing any of the methods above is Analytics.  Avinash Kaushik, co-founder of Market Motive, has put together a great set of tips for getting the most out of your Google Analytics data.  This article is a must read for anyone who uses Google Analytics on a regular basis.

Link: Google Analytics Tutorial: 8 Valuable Tips To Hustle With Data!

Thats it for this week.  Next week I will be starting a weekly series on daily SEO tasks for small business owners.  This will focus on simple things you can do throughout the day that wont take up too much of your time, but will deliver great value.

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There are 2 comments. Add yours.

  1. Richard

    I strongly agree with this, and one thing that’s unbelievable to me is that there are so many companies out there that are devoting a lot of energy into social media but not even keeping track of their ROI through social. It’s unbelievable to me that so many companies are using social media and investing all kinds of money into advertising without seriously making efforts to track the actual ROI. Between various types of Facebook ad units, the dozens of companies listed at, various types of cross-promotions between websites and social media, email marketing, holding live events, and other methods, there’s hundreds of ways to go and promote yourself through social media. But different things work best in different contexts, and to that end you really do have to measure what is going on and calculate actual return on investment. Some things get you great traffic without producing sales. Some things get you great sales but minimal traffic. Some things get you great sales and great traffic but are a pain in the butt to manage and become unmanageable. So there’s a lot to keep track of and that’s why I think that there’s a huge untapped market in social analytics tools that’s just waiting for better and better solutions.

  2. Yeasmin

    I read this whole post and I learn a lot from this post. thanks

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