Search Engine Optimisation campaigns often focus on particular keywords that are specifically targeted both on site and in the link building process.
However, SEO and travel marketing is about more than one phrase and one ranking. People are often surprised when they finally get their target keyword on to page 1 and traffic doesn’t come flooding in. Whilst rankings are certainly a good indicator of your site’s progress, it’s important not to get too obsessed with one indicator at the expense of the many others that show your site is progressing. In the end, it is traffic and conversions that will make your business grow, not that vanity ranking you’ve chased for months.
That’s where domain authority comes in. Building the strength of your domain in a white hat way will allow it to rank for countless phrases and bring in the targeted traffic that your business needs. Whilst it is possible to rank relatively young domains on page 1 for difficult headline phrases through a targeted campaign, it’s important not to forget the overall target of your campaign in amongst the digital reeds.
One excellent indicator of your site’s increasing domain authority is the number of phrases that it is found through. If this is going up, your headline rankings are improving and traffic is on the up then it’s likely you’re on to a winner. If one of them is missing though, then it’s time to start asking questions. If your SEO company is only telling you about how one ranking is improving exponentially then don’t be afraid to ask for more details on the things that matter; traffic, conversions and your bottom line.