Ranking on Google’s first search results page is a huge win. But is it worth it? New research shows how far people are willing to go to find answers, and marketers should take note, writes, Nick Chasinov, founder and CEO of Teknicks.
Every business wants to rank highly on Google. Having your website appear on the top of page one of Google’s results is every marketer’s dream. Top results see increased growth in traffic and conversions, which can ultimately lead to huge boosts in revenue over time.
But as Google’s algorithm evolves, the standards for reaching page one grow increasingly stringentOpens a new window . It costs time and money to achieve those placements, and brands must consistently appeal to users by creating helpful content and using highly strategic keywords.
This is possible, but surely some people venture past the first page. Can’t you still drive revenue with a ranking on, say, pages two or three? To answer this question, I conducted my own research on user search behavior. Here’s what I discovered.
Learn More: 4 Key Strategies to Ace Your Keyword ResearchOpens a new window
By the Numbers
To start, it’s worth mentioning that some of my findings were decidedly expected. For example, among all survey participants:
- 78.6% use Google to search
- 58.8% search more than once a day
- 32.9% will immediately start a new search if page one doesn’t have what they’re looking for
As the world’s largest search engine, Google certainly processes the most queries. Search Engine Land estimates that the search giant sees 63,000 queries per second. The majority of marketing professionals know these statistics, so the first three percentages are likely no surprise. Here’s what I found interesting:
- 45% of respondents feel like Google ads are less likely to meet their needs than non-ad search results.
- 43.3% wouldn’t scroll down the first page for additional results.
- 56% would rather try something else than click on page two.
The fact that nearly half of the respondents felt that organic search results were more applicable than related ads tells us two things. First, it suggests that some users don’t trust ads – period. Second, it suggests that Google ads could be a viable alternative to a first-page ranking, depending on your audience.
The other two stats say one thing loud and clear: If you aren’t first, you’re last. Roughly half of the respondents stop at the top of page one; there’s no desire to even glance at page two. If you’re going to attempt to improve your SEO rankings, you should aim for nothing less than the very top. So how do you get there?
Learn More: 3 Crucial Elements for Enterprise SEO in 2020Opens a new window
Snagging Page One
Before doubling down on your goal to make the first page, you should be realistic about where you are now. If you’ve already invested heavily in SEO and are nowhere near page one, you might consider a pivot. Allocating some of your marketing budget to paid search or social (if applicable) could get you better returns. However, if you’re determined to rank organically, here’s what you can do:
1. Create amazing content
It sounds obvious, but not everyone understands what makes great content. In general, high-quality content – the kind that search engines will prioritize – is valuable to searchers and consumers. Create blogs and offsite content that’s timely, interesting, and relevant to your audience.
2. Make sure you have the right tools
Marketers should use software to refine and execute effective SEO strategies. Technology can be a major boon, especially when it comes to link building (an essential part of any SEO strategy). HubSpot has put together this listOpens a new window of useful software options, which includes its own recently retired link builder tool, and you should spend time comparing these and others to find the best ones for your needs and budget.
3. Focus on progress, not perfection.
Like Google’s algorithms, your SEO strategy must constantly evolve. Your audience may not change, but the way they search online will. You’ll need to regularly refresh your website, blog, and other digital properties to ensure your content is up-to-date and timely. If you post and never touch your content again, all of your hard work will go to waste.
Ultimately, your decision to pursue higher page rankings should be part of a larger business strategy. For some companies, it’s more feasible and effective to spend those marketing dollars somewhere else. But if you’re focusing on SEO, aim for nothing less than the top of page one. The old idiom holds true: Go big or go home.