August 1, 2016 - WRITTEN BY GEORGE WANG
You've probably heard that ranking #1 on Google by employing a cost-effective SEO strategy can make a huge difference to your bottom line. But getting and keeping that coveted top spot isn't as simple as some people think. Search engine rankings vary over time, search term, and user details such as location. Here are a few important things to keep in mind while deciding where search engine optimization fits into your overall marketing plan.
It's not a matter of just getting your site to #1. You might rank first for one keyword, fifth for another, and be five pages into the search results for a third. And a month later–or in another city or state–your site might be in completely different positions for those same keywords. If you want to maximize visibility, it's important to monitor your “average” ranking across multiple search terms.
Cost-effective SEO requires paying attention to which terms benefit you the most. It's good to be #1 for the name of your business, but people who search for that are probably going to visit your site anyway. So pay attention to what keywords people are searching for when they land on your page and then become a customer. There's no point spending time and money to rank for a search term that doesn't bring you any business.
A business coach in Palo Alto has the highest rank for the term “executive leadership” if the user performing the search is in the SF Bay Area. But for a search like “grow my business,” they might be halfway down the page–and if the user typing either term into Google is in New York, that coach probably won't even show up on the first few pages of results. As long as the local searches for “executive leadership” bring in enough qualified leads, there's nothing wrong with that!
Each page on your site is set up or worded differently from the others, so you can think of every page as targeting one or two search terms. The more pages you have, the more different terms you can target. Experiment with many pages to see what works–what brings you the most visitors who then convert to paying clients or customers. Once you know which pages provide the greatest value both to you and to the people who find your site, you can focus on targeting the relevant search terms with more pages to drive your rank higher.
A restaurant owner in Sunnyvale runs a blog on their restaurant website to help drive traffic. Over time, using web analytics to examine the performance of different articles in the blog and its visitors' behavior, the restaurateur is surprised to discover the page with the most traffic–which ranks highest on Google for its targeted search term–results in just as many new reservations and orders as a much lower ranked page. By adding additional pages to the website focused on the topic and search term that converted more visitors to paying customers, the restaurant owner increased the site's rank for that search term and enjoyed a significant upswing in business.
If you need help with this, Kaidoora has you covered. You don't need to do it all yourself. We can guide you through the process of identifying the search terms most relevant and valuable to your business, and set up all the pages for you at no extra charge.
Contact us today for a free review of your existing website.