We all know Google is by far the most popular search engine, so here is a guide on how to be on the first page on Google.
How To Be On The First Page On Google
It’s not a joke.
Do some keyword research, pick a keyword, spend a boatload of money, and you’ll be on the first page of Google Search Return Pages (SERP) within minutes of hitting “Start Campaign”. And there you are in the labeled paid ads on top, or on the bottom, of the organic results for said keyword phrase.
At Web It, we do Adwords.
But before you bet the organic farm, you may want to rethink it.
Numerous studies have shown almost identical CTR (Click Through Rates) over the past three years of just about 6 out of 100 Google users clicking on an ad during a Google search query. That’s 6% choosing to click on a search return list as an ad, while 94% click on the organic listings. Now Google processes 3.5 billion search queries a day, so even 6% is a big number.
…but now I am going to ask you a question.
Tonight’s dinner choices are;
- Fresh line-caught Copper River salmon with certified organic rice and green beans picked fresh from our own organic farm.
- Farm raised, hormone-infused unnaturally colored salmon with genetically altered beans and white rice containing unknown quantities of arsenic.
Now that’s a bit unfair, but hopefully you get the idea. If you’re like me, you prefer organic food over food that has been modified or engineered to taste better in some way (when in fact, most vegetables are genetically modified to kill bugs, but that is another post out there on Google).
But the bottom line is if you‘re like most searchers, you prefer clicking on organic results as opposed to clicking on paid ads.
Adwords can get very expensive.
Let’s take a small business. Say retail. Let’s pick a sneaker and fitness clothing store.
You’ll need Nike, Reebok, Converse, Puma, Adidas…and more for keywords in your Adword campaign, because these folks aren’t looking for just any sneakers, they are looking for Adidas (my boss) or Puma (me-specifically the blue suede classic). Oh, and don’t forget buying keywords for running, jogging, tennis, basketball…. and we haven’t even touched clothing yet.
Get the idea? You can spend nearly $1000/month on just one Adword. Imagine the marketing price tag to cover all the bases.
Who are those 6 percent clicking on PPC ads? Women (53%) are more likely to click on paid search ads than men, who click on ads 47% of the time.
Age is also a factor. Younger searchers are less likely to click on paid ads – only 35% of ads are clicked on by searchers age 34 or younger. But as age increases, so does the number of people clicking on those ads, as 65 percent of ad clicks come from searchers age 35 and older.
All hitting less, far less than 1 out of 10 Google users. How to get in front of more than 9 out of 10 Google searchers looking for product and services?
How To Be On The First Page on Google?
That’s where Content Marketing Shines.
Much in the same way as organic information on a vegetable sign at an organic food store builds trust, assurance and confidence with a shopper, an organic search result establishes trust and credibility within the searcher. If your business appears organically in a search result, it suggests that your website and your business are leaders in that field. Is there a consumer that doesn’t want to do business with a credible authority within their product, service or field?
The Bottom Line
Even if you are doing an Adword Campaign, SEO and the organic results are very important to every type of business. And if Adwords is beyond your reach, hiring an honest, professional company for SEO/ Content Marketing is a better investment to be directly in front of 94% of active buyers searching on Google and only clicking on the organic listings.
Adwords does have it’s place as it is the only somewhat guaranteed method (if your pockets are deep enough) to be on the first page on Google. It’s great for a seasonal business, or short promotions and is a staple for the national brands.
Organic listings last for years, even decades. Like aging rock stars, organic listings may “fade rather than burn away”, but there is truth to that. As a pay per click (PPC) Google Adwords will “burn away” and completely disappear when you “burn through your budget”, organic listings may fade after time, they will be indexed until the day you tell Google to de-list it or you close down your website (Google kills bad links pretty quickly).
Lastly, Please keep in mind when it comes to SEO and organic search returns, even Google can’t guarantee first page on Google, so all those phone calls and emails you get about “Be Number One on Google”? Hogwash if they say it’s through “SEO”.
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