Everybody talks about aiming as high as possible in the search engine rankings for their products. But as a small business owner it sometimes impossible to achieve this ranking. New research suggests that a number 1 position does attract a significant proportion of traffic. How can you achieve that number 1 position as a small business owner?
Number 1 position matters
Chitika ad network has recently published a study on the value of rankings in Google search results pages, sometimes called the SERP's. SERP stands for Search Engine Results Page. Chitika researched 8.253.240 page views on its network in May 2010.
Based on this research Chitika draws the following conclusions:
• 34% Google traffic to first search result
The first conclusion is that the first search result in Google will get as many visitors as positions 2 to 4 combined. The number 1 position attracted 34.35% of all traffic.
• The second conclusion is that position 10 (which is at the bottom of page 1 for search results) attracts143% more clicks than position 11 (on top of page 2).
How do you determine the value of your Google rankings?
A number 1 position in Google is important, but will not help if you rank for the wrong keywords.
A simple way for most small business ownerns to measure the effectiveness of keywords is Google Adwords:
- Launch a Google AdWords campaign for the keyword(s)
- Select “exact” for the keyword
- The campaign should link to the most relevant page on your site
- View and track the CTR of the ad. (You will need to have at least 500 clicks to draw conclusions)
Using this data, you can estimate the value of a visitor to your website using that keyword.
An example: Your ad has had 10,000 impressions in one week and brought
200 visitors to your website. Six of them bought a product or service
for the total amount of £500. The average visitor represents a value of
£2.50 for this keyword. (500 profit / 200 visitors).
If you spent energy and resources to rank at number 1 position for this specific keyword in the organic search results on Google, the amount of traffic, conversion and revenue will be boosted.
Obviously, the reality is often more complex, but it seems evident that a good search engine optimization can be worth your while in monetary terms.
How should I aim for a number 1 position as a small business owner?
It’s impossible for a small business selling car parts to rank number 1 on the keyword “car parts”. And for a small car parts business you probably shouldn’t. If you are able to measure the average revenue p/visitor for keywords, your next step would be to check how severe the competition is on this well performing keyword.
- Select above average CTR for relevant keywords
- Check the ranking of the keyword for your site
- Check the competition and volume for this keyword (Google Adwords can give you a good indication).
- Plan and execute your SEO strategy for the selected keywords
Working on “niche” keywords that fit perfectly into your business strategy probably works the best. Plan and execute your SEO strategy or select a SEO agency that can do the work for you and with you.
Running your SEO campaign by analysing the value and search position of a keyword will bring you better results than just aiming some sort of ranking on major keywords.