In the world of SEO, the objective was to target particular keyword phrases and try to rank on page 1 for them.  Now, with recent algorithm and data tracking changes, your may be better off watching traffic (and of course conversions).

The typical business person who starts to get into SEO for their business marketing first gets excited about keyword rankings.

They sell coffee flavored jelly.  Search on Google for the keyword phrase “coffee flavored jelly” and their website shows up at the top.

From this exposure will inevitably come business and sales.

Now here is a little twist for you.  If you go on Google Analytics to check the traffic that particular keyword is bringing in, you can’t.  Google no longer displays individual keyword data.

Here’s a bigger twist.  You could find yourself ranking for “coffee flavored jelly” but for some reason not getting a lot of traffic to your website – and worse – not enough sales.

Keyword Themes

Today, it’s better to target keyword “themes” than it is to simply target one or two short tail phrases.

Search engines like Google and Bing rank content in a more thematic way that they used to.  In the past, you could litter your website with the term “coffee flavored jelly” in order to increase your relevance for that term.

Now, if you’re selling unique jelly flavors, you need think of that as a theme and use related terms in the context of natural, conversational language.

What happens, then, is there is a larger variety of terms that you might rank for on any given individual’s search.

It’s important to note – from a ranking perspective – that the search results page is different for each user based on their search history, location, and preferences.  For example, if someone did a search for “flavored coffee” and they were in a Google Plus circle with someone who recommended your products, you would show-up in their search results.  If they had a history of search for coffee from Costa Rica and you offered those coffees, that product might display in their search.

These variables are the reason that ranking for an individual term has become a less reliable precursor for success.  Instead, what you want is to rank for a long list of thematically related terms that build towards higher overall traffic volume.

Statistically, what you watch for is higher traffic volume, better website engagement, and of course conversions.

If all this happens, overtime you’ll also rank for shorter tail terms, garnering that traffic.