Most people will turn first and foremost to a search engine when looking for instant answers to their questions. Appearing prominently in search results is of course likely to result in more traffic – which is why many businesses have obsessively sought higher rankings for several years. But the fact is, rankings are different for everyone these days – based on search history, location, and countless other factors in Google’s algorithm; so you may end up seeing different search results to a colleague for exactly the same term. It’s also a bit narrow minded to be focusing on a ‘golden keyword’ bearing in mind the myriad variations and turns of phrase that could be used. Instead, it makes sense to think about your overall ‘visibility’ – how frequently you’re appearing in results, for a huge range of different searches.
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