Most businesses would give anything to be ranked on page one of the search engine results for their main keyword. What’s not to get excited about? Floods of free traffic, a steady flow of leads, profitable sales. The truth is, simply ranking on page one is not necessarily the pot of gold at the end of the rainbow. Where on page one your ranked listing appears is what really matters.
Not All Page One Positions Are Created Equal
While page one is where the real search traffic is at, remember that you still have to share the gold with paid ads, local search results and nine other organic search competitors. Here’s how search engine traffic is divided up.
• Page one gets 91.5 percent of all search traffic for that keyword. This means that only 8.5 percent of all searchers ever venture past page one. That’s the power of page one ranking.
• The first position result on page one gets 32.5 percent of the traffic to that page.
• Second position gets 17.5 percent.
• Third position gets 11.4 percent.
• Fourth position gets 8.1 percent.
There’s Only One Number One
Competition for the first four positions on page one is fierce. That’s the mother lode of traffic, and nobody is going to give up that coveted position without a fight. Unless you have the time and budget to wage an all-out war with the competition, consider some alternatives.
• Expand your SEO (search engine optimization) efforts by targeting additional keywords. Diligent keyword research will usually uncover less competitive keywords that you could rank well for and build a business on.
• Consider enhancing your organic search with PPC (Pay Per Click) ads. A number of studies have shown that combining paid ads with organic search increases the total number of clicks to a website. If you’re already ranking on page one, you can easily dominate the page with multiple results. What’s more, many search engine users don’t grasp the difference between organic and paid listing – they simply click on the first result that addresses their problem.
• If your business is local, create and optimize a Google+ Local page. Google knows that many searches are local in nature and will give preferential placement on the results page for local business websites.