99% of the clicks are taken by the first 10 positions of Google searches. This is demonstrated by a study of Sistrix based on 125,000 clicks in the results of searches on the Google page. In 2006 an AOL study indicated that 42% of the clicks were carried the first result, whereas in the Sistrix study of 2015, the first result takes 60% of the clicks.
With the data in hand it seems obvious that SEO is the best strategy to attract customers and that being the first in Google by the appropriate keyword guarantees visibility that is not compensated by SEM campaigns (ads).
But doing SEO to be the first is not easy. We all want to be the 1st in seo and the competition is brutal. What is clear is that at least you have to be 1st in seo results. If your web is not on the first page it is very rare that you receive a visit from your potential client (there can always be exceptions).
How to be 1st in seo results
The first one takes 60% of the clicks, the second 16%, the third 8%, the fourth 5% and from there to the tenth, barely 11% of the visits are distributed. It is vital for your business to be in the top three positions in order to guarantee visits. But how can we do SEO to be the first?
The first thing we have to understand is that the first position refers to a concrete search, it is not an absolute position. And this seems obvious is not. Most people who have a website want to be the first but do not know what the search is done by your potential client. So the first task to be the first is to define what keyword (the search) your potential customer is doing when looking for your product or service.
Selection of keywords
In order to determine what your potential client’s search is, there are several tools that can guide you, although they are not 100% effective.
- Ask someone outside of you to search Google to find your product or service. Look at the suggestions that the search engine does as you write. Why is it important that I am someone who is foreign to you? If you do the search is surely conditioned by your knowledge of the product or service. A neutral person will conduct a more “natural” search. If you look at the suggestions of Google when writing you will discover other words or phrases that are usually searched. This way you will have more references
- Check out the Google Keyword Planner. The Google Ad Service (Adwords) offers a keyword planner. You only have to create an account as if you were to put an advertisement (you do not need to put it) and according to the terms that you suggest to the Planner this one will offer you statistics on searches of similar keywords. So you can see if there are enough searches for that keyword to make the SEO work worthwhile. On many occasions we strive to position a word that does not have a hundred searches a month.
- Analyze search trends with Google Trends. Search trends will not give you data to decide which keyword to position, but what themes are in fashion at a given time. With a good Content Marketing Strategy that works on the search trends you can get interesting traffic, even if you are not a potential customer. And what is going to help you have traffic that is not from potential customers? Receiving visits from people who are interested in content that you have worked on and that increase your statistics will improve Google’s consideration when assessing the quality and reputation of your website. Getting that angular content to generate interest and leads is the job of Inbound Marketing.
Optimizing your content to be 1st in seo
Doing SEO to be the first requires to be careful of all the details that involve the optimization of the content generated on our website. First because Google requires that you work certain tags, writing the content, your structure to consider that deserves to be on the first page of results. All posts, all pages, even status updates on some social networks, have to be tagged and optimized for the keyword that we want to position. If you are interested to know a few SEO tips for newbies read this article.
But as important as SEO for Google is SEO for your readers. There is nothing worse than being visited on the web and seeing that it is gone just 3 seconds after landing. This, technically called rebound rate, is a consequence of not creating attractive, well-written content, in an easy-to-use format and especially with a clear CTA. Most of the time we do a Google search we are looking for information; we land on a page we read the content and we go. It is a missed opportunity. If it is about quality content that article should invite us to read other similar articles.
That way we’ll get our visit twice as long and visit twice as many pages (something Google likes). You may not be a potential customer and will not buy our product, but we can become an informational referent. You never know if that will ultimately lead to a sale or a recommendation. And if the visit is from a potential client, we can not let him escape; at least you have to get it to leave your data. Inbound Marketing will handle the rest. It is critical to optimize CTAs to increase conversions. If you want to read about CTAs and promotions here you have a good article that I published recently.
Dissemination of content
And finally, do not leave all the work to Google. If you get visits through other means those visits will count for the 1st in seo. The good thing about SEM campaigns is that you pay for getting qualified traffic when you still do not have the chance to have organic traffic. The SEM is uniform while you maintain the investment, but most likely in the medium and long term your investment capacity in SEM is reduced, especially if you invest in SEO and start to give results after a few months.
Another way to get visitors is through social networks. Working the diffusion and promotion of your content in social networks is complementary to your SEO strategy. If your potential customers are on Twitter, LinkedIn, Facebook or Instagram you have to work a Content Strategy for each of the social networks, adapting the content you create for your website to the characteristics of the social environment. It’s not about posting an article on the blog and posting a status update on the profiles. That’s just the first step. From time to time you must recover old articles, write content only for social networks, encourage them to comment and participate in the dissemination of these contents and, above all, to make that social interest become web visits.
In summary, statistics do not lie and being on the 1st in seo Google results by the right keyword is the first step of success. Getting in the top positions is a matter of focusing the effort to discover which keywords are the best for our business, create the right content to make it attractive for Google and for readers and finally complement the work of SEO with the use of all the broadcast channels to which we have access to increase the chances of being visited. Doing SEO to be the 1st in seo in the Google SERP is not easy and requires time and resources, human and economic. But if you have a business that depends on being among the first in Google is an effort you must do.
Thank you in advance that you spread this information on your social networks and your acquaintances, or that you give us your comments.