December 14, 2012

Forget Rankings: Here are six SEO metrics that matter

Panda and Penguin top the list as the most visible game-changers in SEO, but there is another one that occurred somewhat under the radar – but has been equally dramatic in its impact on SEO. That change is Search Plus Your World.

In a nutshell, Search+ personalizes your search results. Google evaluates your location, brand mentions, your friend’s search history, who is in your social media sphere and even your search history. Think custom-tailored results.

What that means is you and I could both search for “swine flu” or “tablet” and come up with different results. Each of our respective result pages will be tailored toward those factors I mentioned above.

When the number of searches for those terms multiply into the thousands – now you, as an SEO practitioner, have a problem. A typical client is looking for consistent rankings in the top three spots on a number of key terms. That’s what he’s been trained to expect. He or she is thinking old-school search, and will be sorely disappointed in your results.

What you need to get him to think about are the new-school SEO reports, because Search+ killed normal rankings. What exactly are those new reports? Here are the six you need to pull from Google Analytics and Webmaster Tools.

Get the full story at Search Engine Watch