Not even close.
So if you’re concerned you’re facing a huge AdWords bill because you’ve read AdWords consultants saying Organic SEO is dead, relax. They’re either out to line their pockets, or they just don’t get it. Let’s hope it’s the latter.
So what’s broken now?
Not a lot, really.
I’d like to assure you that your successful organic SEO will continue being so, and there’s next to nothing to change.
Google has been making tracking key phrase positions difficult for some time now. My main tool, used over many years, has been returning unreliable data on and off for months, so I’ve more or less abandoned it.
So tracking key phrase positions has become difficult. So what?
There are two points here, I think:
- Someone clever will no doubt figure out how to track key phrase performance
- They’ve never been the whole story anyway.
You must have been monitoring more than key phrase performance, haven’t you?
Let’s talk key performance indicators (KPIs), shall we?
Put it another way. What are you measuring to plot the success of your site? How about these for a start?:
- Organic Search Volume
- Traffic to landing pages
- Goals set in your analytics package
Aren’t these at least as good, and as meaningful as tracking the positions of individual key phrases?
So key phrases are dead?
100% Not Provided doesn’t mean that key phrases are no longer relevant. All the time search engines require you to type in words in that little box – or even speak words into a mobile device – key phrases will be relevant.
You can still do your research and figure out the key phrases and themes you should be hanging your content on. Google’s key phrase data in Analytics has no bearing on this. Even my Easy Key Phrase Research in Minutes method which relies on Analytics hasn’t been spiked.
I’m not going to go into KPR here, but my betting is that whatever you were doing last month still works this month.
Why you should be bothered about key phrases when you can’t measure their performance
Too many people have a wrong understanding of what optimising on a particular key phrase leads to.
The page should not only rank for the specific key phrase or key phrases you’ve targeted, but for related ones, too. It’s a bit like using broad match in AdWords instead of exact match.
So you have a particular page optimised around some key phrases. What you don’t need to know is what the whole bundle of key phrases are that are sending traffic to the page, and their particular position on Google.
You do need to know that you are successfully driving traffic to the page and those people are contributing to your goals or profits.
But I still don’t understand why I should be interested in key phrases
Key phrases are what drive traffic to your page. Choose the right ones and you’ll have the right people arriving at your site.
Fail to choose the right key phrases and you’ll be writing about topics people rarely search on. And you don’t need me to explain the consequence for your business.
So how has SEO changed this week?
I hope I’ve convinced you it hasn’t. You should continue to:
- Find some great key phrases
- Write excellent content around them
- Attract natural links and stir social media attention
- Measure the effect on traffic, goals and profitability for individual pages on your site
Don’t you agree?
Thanks to BruceTurner for his Alive image, boegh for the broken but not broken image, .
Why 100% Not Provided isn’t the death of SEO is a post from: Writing For SEO