Anybody who has been online for any length of time, and has had any success with achieving good search engine placement, knows one thing: Rankings are not cast in iron. In fact they are very fluid. Sometimes you can hold onto a top spot for years, other times you’re constantly battling to stay on the first page. That’s just the nature of search engine algorithms.
While rankings can be important for generating exposure through the search engines, there is another factor that is even more important than whether you hold the number 2 or 8 spot for your keywords.
Rankings, without traffic are pointless. In fact, while rankings can be a significant factor in growing your traffic numbers, traffic itself is not reliant on rankings. You can be in the number one spot and still get less traffic than your competitor in the number three spot. And even beyond that, you can often get better traffic (higher conversion percentages) not being in that top spot.
The question then becomes, how do you maximize your rankings–regardless of position–and turn that into the kind of traffic that produces strong conversions? Let’s explore a few ways that you can generate more traffic to your site, despite any particular placement in the SERPs.