Suggestion for My Boss

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  SADHI QUE: My boss always relays on keywords ranking? Weekly keywords positions are not constraint on top 10 positions based on the frequent Google updates. What should I suggest him.. ! Please give some advice.
  
  Cheers
  (^__^)
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  Tim Capper: Hi
  
  As your boss has already figured out, checking positions weekly is a waste of time.
  
  If you wanted to track them, maybe once a month.
  
  I think you need to educate your boss on keyword positions and the fact that everyone see's different positions based on different factors: IP address, logged in or logged out to a Google product, previous search queries.
  
  What keywords are you tracking, are these "vanity" search terms ( short tail ) that you perceive are going to be the highest traffic numbers ?
  
  I would look for other opportunities ( longer tail ) that when all added up will bring you in more qualified traffic.
  
  Example:  ;
  
  My 2 main terms would be SEO Northampton or SEO Corby with an ideal being Local SEO
  
  However, if i look at the these 3 potential traffic for being position 1 - My other content already out strips this significantly in terms of traffic.
  
  So whilst they would be nice to be position 1 - I dont actually need them
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  SADHI QUE: Thanks +Tim Capper ; for your tremendous response. Actually I am working for a short and long tail keywords which is location based(Naperville, Morton Grove and Lombard) and our content update is very slow though I am generating 6-9k traffic/month by doing on/off page activities. Long tail keywords ranking are good in position and for short tails it’s getting variation. I am always suggesting him to give good content. I am assuming due to lack of content promotion short tail keywords ranking are dropping and I am unable to know how the website owner is getting leads. I came to know some consultants are very sure of giving 10-15 leads/month, how can we commit about conversions?? Looking for a response...!
  
  
  Cheers
• 
  Dave Elliott: My advice would be to monitor organic search traffic levels based on the keywords rather than just rankings. Search console(WMT) will give you this data in "search analytics" for Google and many ranking tools will give estimates based on the rank/search volumes/average CTR. 
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  SADHI QUE: Thanks +Dave Elliott ;