The Marketing Holy Grail – A #1 Google Search Result

January 24, 2013 |  by  |  Linkedin Blog

Just about every business owner I have consulted with in the last 10 years considered a #1 search result placement on Google and other main search engines as The Holy Grail of online business marketing.

I have witnessed a lot of marketing hype during the last 5 years from the ever increasing search engine optimisation (SEO) sector. They preach about why every business or E-commerce web site owner should pay small fortunes to chase the elusive #1 Google search positions.

When you actually drill down through this SEO marketing hype, you might be surprised to learn that the Holy Grail of a #1 Google slot might not be all it’s cracked up to be for you, or your online business.

linkedin number 1Most of the problems lie in the unsubstantiated marketing claims openly promoted by many of the less than scrupulous SEO marketing companies. In their quest to get you to sign up to a 12 to 36 month SEO managed marketing contract with their company, their representatives often resort to quoting sensationalised business growth claims.

I am not talking about any of the many professional ‘White Hat’ SEO marketing companies, of which there are numerous, just the fly by night SEO ‘Black Hat’ chancers whose only real interest is your annual contract revenue.

Before you commit to any SEO marketing contract it’s crucial to understand just how important it is to you and your online business to show up in the #1 search engine result position.
Compete.com researched tens of millions of customer generated search engine results pages (SERP’s) They state that 85% were natural organic search results and 15% were paid for results like Pay Per Click advertising etc.

This is how the compete.com top five league table looks for web site traffic generated from the tens of millions of organic search engine results they analysed.

Google Organic Search Engine Results

#1 ranked search engine result received 53% percent of the click throughs to web sites.

#2 ranked search engine result received 15% percent of the click throughs to web sites.

#3 ranked search engine result received 9% percent of the click throughs to web sites.

#4 ranked search engine result received 6% percent of the click throughs to web sites.

#5 ranked search engine result received 4% percent of the click throughs to web sites.

On this evidence few can argue that placing as the #1 in a search engine result can help drive more traffic to your web site.

However it’s no good investing all of your business time, effort, energy and SEO marketing finance to get to the #1 search engine position if your web site is not pre-programmed for converting a high percentage of those visitors.

Therefore most online business owners should place significantly more emphasis on the number of sales conversions, and not be dazzled by the number of initial visitors to their web sites.
Furthermore although 53% percent of the click through to web sites come from the #1search engine listing, there are numerous other factors that every online business owner should understand before committing to a lengthy SEO marketing contract.

In my experience with several online e-commerce web businesses, we noticed a trend which we referred to as ‘The 1, 2, 3 buy Concept’ among business decision makers.

Using tracking analytics we established that many business buyer decision makers actually clicked through to the first web site in the #1 position and researched products and/or services and price, and then clicked through to the #2 search engine positioned web site and conducted the same intelligence gathering.

They then visited the web site in the #3 search engine position, and if this web site offered the same product or service at a more competitive price then they would purchase from this #3 web site.

Business Networking & Social Media SEO Results

I like to incorporate organic search engine optimisation into all facets of my clients marketing strategies. For example I place great emphasis on SEO for my business networking and social media marketing campaigns for my clients.

Irrespective of whichever business sector you represent, and no matter what products or services you are selling, www.linkedin.com is the world’s largest and most powerful online business networking social media group in the world.

Given Linkedin has over 187 million business members world-wide it is imperative that you show up in the top 10 returned ‘Advanced Search’ results on the Linkedin web site.
Achieving a top 10 search result provides you with a real competitive edge and inspires increased buyers confidence in you.

However to grab the elusive top 10 positions on the Linkedin ‘Advanced Search’ requires professional SEO research and script writing skills, as well as lots of patience. Savvy business owners retain www.elinked.eu Linkedin Experts skilled in achieving profitable business growth for their clients.

Summary

Is a #1 returned search engine position ‘The Holy Grail’ of online business marketing? In business networking and social media web sites the answer is a resounding YES.
For driving traffic to you business web site once again the answer is a resounding YES.

However in terms of the bigger sales picture, including sales conversions from your online business or e-commerce web site, only you can answer that question.

While being ranked in the top 10 search results on the first page offers a definite advantage over your non-ranked business competitors, being ranked #1 on any business networking or social media platform is the ultimate influence and should be the primary key performance indicator in any business client SEO marketing strategy.

Dr. Mark D. Yates

Dr. Mark D. Yates is a global #1 LinkedIn consultancy business growth specialist, LinkedIn speaker, LinkedIn Sign & LinkedIn training instructor & CEO of Link Business Marketing Ltd. If you need to hire a LinkedIn expert to help you gain profitable business growth, contact him. Tel: UK 0203 390 2013 Email: drmarkdyates@aol.com, connect with him on LinkedIn & Twitter You can view & download his dynamic independent LinkedIn training program at: linkedinswat.co.uk.

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