You’ve built a brand, created a business, gotten real on social media, and now, you need to figure out how to get those millions of web surfers to your site. It’s daunting! We know, we’ve been there, too. Conveniently, that’s also what we’re here for- to help you navigate that seemingly endless sea of web results!
When it comes to gaining prominence on the web, we’re all slaves to the search engines that lead web users to find what they’re looking for- ideally, to our sites. If the chatter of search engine rankings and climbing said rankings hasn’t incessantly inundated your ears, let us introduce you.
Google’s ranking algorithm is one hotly discussed topic. It’s constantly evolving, and its mystery keeps all of us web dwellers on our toes. It requires consistent, carefully curated, high-quality content, writing for SEO, designing for SEO, staying informed along every twist and turn, and lastly (there’s never really a lastly…), understanding how to navigate those changes. There’s also the option to financially bid and win a top ranking spot in search engines. There are many SEO ranking factors– so many, it can be difficult to keep up with!
But here’s the question: is it worth it? Does all that hard work and investment of both time and money pay off?
First, let’s talk about how a top spot ranking reflects on your brand. When you type keywords into any search engine’s search bar, a first page is quickly populated with reasonably relevant page matches for your requested information. If nothing pulls up on the first page, you might- might- click onto the next page in search of a better match.
Now, a search engine like Google has put in dubious labor to curate the best search matches for your keywords. The results should be the most accurate. This leaves us under the impression that we can trust the results on the first page. This means that our consumers are also going to trust these first page results.
Being number one on the page comes with some serious clout. However, it isn’t everything. We still read the top line to determine whether or not we want to visit the page. Most of us scan the words looking for an exact answer to the question we have in mind and follow the headlines to the web page offered. If you’re one of the top three results, you undoubtedly get clicked on. It’s possible that your website is not what the searcher was looking for, but you still gain an advantage by receiving more traffic, more clicks, more brand awareness.
What is essential is being on the first page. It’s too unlikely that a consumer clicks onto the next page of results to assume that placement on any other page is of value to your brand.
- 70 % of traffic for a keyword is generated through the Top 5 results
- 30 % of traffic for a keyword is generated through the 1st result
There are ways to get your brand to the top, but maintaining that golden position is hard work. Remember that other brands are consistently churning their marketing mastery to outrank you and your competitors, too. Additionally, you might move yourself up to the top of a page for one search term, and before you know it, that search term is no longer that string of words that are being typed in to harness you and your competitors’ sites.
- Staying on top of keyword search trends is essential to staying on top of relevant consumers’ minds. If you’re pulling up as number one for keywords that nobody is using to find your product, that top placement is useless.
Similarly, you don’t want to waste efforts climbing a ranking a ladder that doesn’t provide a good match to searchers. If time spent on your page is too low too frequently, Google will notice the trend, and, eventually, knock you back down the ladder. The search engine specializes in finding users results, so if it appears your page does not appease users, they’re not going to keep you around. Fair enough?
Consider getting better acquainted with other search engines. It’s no mystery that Google is the most prominent search engine, but millions of web surfers are still using engines like Bing. Research the type of consumers on this engine and if there’s a demographic match, you might find it somewhat easier to climb into a higher-ranking position.
Make sure that you’re efforts are thoroughly researched and strategically targeted. First page prominence is everything, but it isn’t anything if nobody wants to stay long enough buy what you are selling!
Too often, email takes a backseat to page rankings. While the quantity of potential clickers severely outweighs your likely number of email subscribers, the quality of the email reader is exponentially greater in its returns on both consumer loyalty and profit.
- Email leads to most page views on a site
- Direct Marketing Association finds that email delivers an average 4,300% ROI for US businesses.
Overall, we say strive for the top, but keep your eyes open to other marketing accomplishments, too. SEO ranking factors 2016 were just one example of how complex the algorithm will continue to grow. For smaller, local businesses, the investment to keep up with each year’s changes and confusing evolutions might not be worth the return. As your business grows, the value of number one position will change. But for now, loosen up on the fixation. Explore more direct marketing efforts like email marketing and inbound links. These types of consumer generation translate into more direct sales, and that’s integral the success and growth of your business.
If you are interested in learning more about how a ranking checker works or you’re ready to invest in an SEO ranking tool for your brand, Executive Digital is here for you! Give our team a shout to learn more about what digital marketing guidance and hands-on help we have to offer. Happy brand building!