Getting the number one position on Google is the Holy Grail for many website owners.
Perhaps it is all that you dream about as well. But not every first page ranking will bring the anticipated results when you finally get them.
Some possible reasons for disappointing results:
– people ignore your high ranking listing, perhaps because the title and description look too “spammy”, or because other rankings do a much better job of attracting people’s attention;
– your rankings are not obvious enough. Google is highlighting its own AdWords ads and Google Places (Maps) listings; your natural listing could just be crowded out; and
– poorly chosen keywords to get ranked for; ranking number one for a phrase that only two people a month are looking for will not make you successful. Good ranking in the search engines for a phrase that does not match the searcher’s intent will not lead to great conversions. Attracting lots of visitors for a less relevant or even irrelevant keyword phrase can turn into a customer support nightmare. So choose keywords well.
Getting a good return on search engine rankings starts with good keyword research. Start with Google’s free keyword research tool. Then use that knowledge to plan a diversified campaign that will lead to good visibility for keywords that spur people into action: calling, emailing, and buying.
Looking at visitor statistics will help fine tune the whole process, and further nurture the ones that bring decent initial results.
Or use it to find out why things are not working as well as hoped for. Maybe you are offering a local service, and 90% of the traffic you are getting is from California.
Armed with that type of knowledge you can making sure that Google knows where your business is located – so you are mainly found by local people.
From your statistics you can also learn which phrases to de-emphasize, letting your rankings drop for phrases that you do not want to rank well.
And how about learning from it that people find the site a lot for the phrase “your company] sucks”? Analytics are an often under-utilized tool.
The Internet is growing up fast. Use it well, and it will bring more leads and sales.
For more information contact a web developer or Centre Wellington Chamber of Commerce director and website optimizer Nardo Kuitert at nardo@ucwebs.com or 519-787-7612.
