SEO – Beyond the Rankings



seo beyond the rankings

SEO is, by its very nature, about obtaining high rankings in the search engines for keywords relevant to a website’s product and service offerings. This is, however, only part of the story. There are a host of equally critical factors to consider after achieving rankings.

Click Through Rate

Depending on which set of figures you read, the click through rate (CTR) on search engine results pages for the first natural listing could be anything from 15% to 40%! Our own research in this area indicates that click through rate varies wildly too. Reaching number 1 for a big keyword is great – but then it’s about maximising the traffic that this generates.

If you’re number 1 for a keyword with, on average, 100,000 exact match UK searches a month, increasing your CTR from even 20 to 25% will increase visitor numbers from 20,000 a month to 25,000.

Conversion Rate

Whatever your goal is, whether it’s a sale or an enquiry, your conversion rate will be critical to ensuring the maximum ROI on your campaign.

Conversion rate can be improved in a number of ways, by addressing factors such as usability, messaging and trust.

Social Audience Building

If a user does not convert from visit to sale on their first visit, the hope Is that they come back again in the future and convert. And one way to encourage that is to make sure they remember you and are in some way ‘in touch.’ Encouraging users to follow you on Twitter or Facebook is a great way to do that and, as such, social buttons on your site can be very effective.

Social factors are also having an increasing impact on search engine results.

If you enjoyed that article, here are some more you might like:

Tecmark Author Stacey MacNaught

About the Author

Stacey MacNaught: Search Director

Stacey joined us in 2009 as a junior copywriter; now she’s a recognised figure on the global speaking circuit, having wowed audiences in the UK, Europe and US – including at MozCon 2014. She leads our search team and works with clients to deliver high-level campaign strategies.

Visit Stacey's Page
  • Seven Tools For Clear Communication
  • PPC: the underused content promotion channel most SEOs miss
  • Your content is awesome – now what?

  • Latest from Tecmark


    Have you ever struggled with idea generation? There is a constant demand to stay ahead of competitors in any industry you might find yourself in. One of the fundamental ways of doing this is to remain innovative; challenging your business with new answers to existing questions and adapting to major changes within your own industry […]


    Despite online sales soaring for most big multi-channel businesses, it has been predicted by Accenture that the “brick-and-mortar store will continue to make the largest revenue contribution until at least 2026”. This directly ties to the importance of local search, allowing businesses to be found easily online, which translates to a store visit and subsequent […]


    Public Relations, one could argue has been around since the dawn of time. Ever since humans have been able to talk they’ve been able to persuade. But, when did we begin to make a business out of it? So, what is Public Relations? First things first, what is PR? Defined by the ever trusted CIPR, […]