It's no big secret that the top Google result for any given query receives most of Google's traffic. According to a 2013 study from Chitika, a top ranking receives 33% of all traffic. After that, the drop-off is steep. The second result receives about 18% of all traffic. The third result receives 11%. If you're not on the first page, you're missing 92% of all traffic.
Even then, for certain businesses, a top ranking for might not be all that helpful.
You might be thinking, "WHAT?!"
Do you have a top ranking? If so, it's value may be variable. And it is certainly not so simple as stating, "A top ranking receives 33% of all traffic."
The key, of course, is the profitability of any specific top ranking. Unfortunately, many websites achieve top rankings for keywords that do not necessarily attract business.
Is your website the top result for a certain keyword? If so, what is the value of that top result to your business? To estimate the value, ask yourself, "Is my website driving profits?" If not, you might want to think about ranking for other, potentially more profitable keywords.
For example, we recently spoke to a local purveyor of handmade vegan products. He had been in business for seven years, and he was happy to report that his site ranked first for a Philadelphia-specific search.
However, he lamented, he did not believe his website had increased his profitability at all. He was performing well in the Philadelphia-area, yet he wanted to expand his reach, to other metro areas in the Mid-Atlantic region. He also wanted his customers to order directly from his website online.
Upon reviewing the website, we learned that the interface was outdated, the content weak, and the functionality serviceable at best. We tried a variety of other searches, yet the website did not even appear on the first page for any other search.
In reality, his top ranking for the Philadelphia-specific search was mostly due to his physical presence in the area--he's the only local purveyor of his unique vegan food. To truly expand his business, we told him, he needed to rank for more general searches--beyond the Philly area.
Before then, however, we stressed the importance of a clean website experience. As currently constructed, the website of this local purveyor of handmade vegan products was terrible. In fact, we wondered whether the current traffic he received might actually be hurting his business.
In last week's post, we wrote about the importance of high quality products and customer service:
"If you sell a high-quality product at the right price, you deserve customers. If you perform excellent customer service, you deserve repeat customers. However, you, the business owner, must honestly asses your business before choosing to optimize your website. Ask yourself these two key questions: Do you really sell a high quality product at the right price? Do you excel in customer service?"
Now let us hasten to add: Is your website an actual asset to your business?
The value of a good SEO specialist is his/her knowledge. A good SEO specialist should be able to assess the value of your website quickly (without charging you). A good SEO specialist should also be able to tell you--and not the other way around--the most profitable keywords for your industry.
FREE Organic Website Optimization Audit
If your website is under-performing, Stepmans PC’s Organic Website Optimization Audit will clarify the exact elements of your website that require improvement.
As apart of the audit, Stepmans PC will provide a detailed report showing you how many people have visited your website for a specific period of time, how many of those visitors are unique, the time visitors spent on your website, and other information that will help you convert visitors into potential customers.
With this information and more, you learn your website visitors in depth. To take advantage of this limited time offer, call Stepmans PC now: 215-900-9398 or complete the form on Stepmans PC's website.