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It is important to remember that achieving high search engine rankings through effective search engine optimisation isn't the ultimate objective - it's a stepping stone, albeit an essential one for most web site owners.
The ultimate objective is to generate traffic to your web site, and not any old traffic, but visitors who are interested in what your web site has to say or to sell.
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It is very easy to obsess about search engine rankings, spending virtually every waking moment checking your web site's positioning in Google and deriving a deluded but nonetheless profound sense of satisfaction when you achieve a top 10 ranking for an obscure keyword phrase that only you use! But it's important to stay focused on your key business objectives - high Google rankings don't buy your products or service, people do! Regular monitoring of your web site's search engine rankings is certainly essential - they provide invaluable management information. But they should not be considered in isolation, but rather in conjunction with your web site's activity statistics that will hopefully include data regarding search engine referrals. This will give you a more complete picture of performance. |
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