Keyword rankings can definitely show you what’s going on in your online marketing campaign, but it isn’t the summit of all performance indicators. What generally happens is you choose a phrase that represents your business in regards to your products or services, and then you start working upon using that phrase. You write blogs that contain the phrase; you optimize your title tags and meta descriptions to include the phrase; you build links on important websites; and you put in all sorts of efforts to start ranking higher for that particular search term. And, with all these efforts, you finally make your way to the first page of SERPs for that particular keyword/keyword phrase. Do you think that is the end of all your efforts? Do you think you have attained what you must have? Well, you definitely have achieved a high rank, but are you seeing a gain in your organic traffic? Not really, isn’t it? So, what went wrong? Clearly, it was the goal you started with that was wrong!