High keyword rankings are the most sought-after achievement in the world of search engine optimization (SEO). Small businesses and brands alike strive to obtain the first organic listing in search results because of the lucrative traffic and lead opportunities that are associated with this position. But with the evolution of paid advertising and expansion of universal search, as well as Google’s continuous efforts to provide consumers with content that resolves their demands directly in search results, the opportunities attached to traditional keyword rankings are diminishing at an alarming rate. In today’s search landscape, SEOs and digital marketing specialists have to consider whether it’s worth the amount of time and resources it takes to achieve premier organic rankings, considering the click-through rates (CTR) associated with organic rankings that are positioned under PLAs, local results and other forms of content. Keyword rankings aren’t the only way to connect to online customers There was a time not too long ago when achieving the first organic position on Google was one of the only ways to attract new online customers to a website without having to invest in paid advertising or e-mail marketing. Ten years ago, the world was just warming up to the…
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