How to score an SEO goal

Sometimes, failure can lead to greater success, according to one commentator who has posed the query how many search engine optimisation (SEO) goals are aimed at winning the battle and not the war.

In a blog for SEO Book, Peter D notes that one of the biggest mistakes businesses and user who are new to SEO can make is focusing too much of their attention on rankings.

And while he admitted that it was easy to see why this was the case - as rankings provided firms with a scoreboard - he added that rankings are "seldom an appropriate measure of success".

"The greatest SEO of all time probably doesn't care that much about rankings day to day, she or he probably cares about the overall goal, which is almost always to make money," the SEO expert explained.

With making a return on investment (ROI) being a priority over gaining the highest rankings, Alison Fennah, executive director of the European Interactive Advertising Association, recently stated that businesses would be increasingly focusing on online advertising this year.

This was because online advertising is more cost-effective than other forms of media, she noted.

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