Date: 17th January, 2018
A lot of people get really obsessed with a single keyword when they’re doing SEO. It consumes their every thought on the subject. Maybe it’s a keyword that has a lot of potential to drive traffic to the site, or it’s really relevant to the business. But focussing on a single keyword is a bad idea, as you run the risk of undervaluing your SEO ROI results as a whole.
Think of a surgeon - a highly-skilled person with enviable knowledge in their field. They can do remarkable things that most people can’t, but they’re not wizards. Sometimes, despite having done everything right, a patient will die on the table. But you don’t judge a surgeon on a single patient. You look at their overall performance over a period of time.
We’re not comparing SEO to surgery exactly. Surgeons are saving lives; SEO can’t compete with that! But it’s similar in that you shouldn’t judge your SEO on the performance on a single keyword. Sometimes, despite doing everything right, a Google update or unknown factor will mess up a ranking. That’s why it’s important to look at a good sample of keywords, alongside Google Analytics data, conversions, enquiries and sales to work out if your SEO if delivering good ROI.