Charleston SEO Services: Why Is Page 1 So Important?
If you are wondering whether or not local SEO services are for you, here is some information to show you the value of ranking on the first page of Google. SEO, or Search Engine Optimization, is a process of getting your website found on Google.
The vast majority of consumers are searching online everyday for goods and services, and if they are not finding you, they are finding your competition. SEO is a way to make sure they find you first.
Charleston SEO services involve an array of many different methods, all with one common goal: increasing your visibility and positioning on the web. The ultimate goal is to get on the first page of Google. However, that is easier said than done.
So, why is the first page of Google such prime real estate? First, the majority of web traffic goes to the websites on the first page. Most users will find what they are looking for and will not bother to scroll through page after page of results. While in some cases web users will go past page 1, there is a big difference in that traffic.
If someone is just starting the search process, then chances are they are researching a subject to learn more about it. On the other hand, when they are ready to take an action (that is, ready to buy), then they will not likely go past the first page of search results.
For example, let’s say someone is thinking about buying a dog. At first, they don’t know much about dogs–what breed will work best for them, how much does a dog cost, etc. So, they will search the internet using broad terms, such as “dogs” or “German Shepherds”. These users are more likely to go deeper in the search results, going through multiple pages of results (and past just page 1 results).
Once they have done their research, they will finally be ready to make a purchase. At this point, they will use more specific search terms, such as “Golden Retriever Puppies For Sale In Charleston SC”. These are people that are ready to buy, and buy now. Chances are they will find what they are looking for on the first page of the search results.
If you own a pet store, which first page would it be better to rank on? Obviously the second example, since these are ready-to-buy-now buyers.
Here is a look at the traffic the sites on Page 1 enjoy (broken down by the rank on Page 1, from the website in position 1 down to position 10–positions 11-15 would be on Page 2):
So, just how valuable is this first page real estate?
Let’s use an example of “Plumbers Charleston SC”. Here is a screenshot of that search:
You will notice I highlighted 2 sections of the results, and they probably look like search results you have seen before. On the top and right hand side of the page are results from Google Adwords advertisers. This is Pay-Per-Click marketing, that is, these websites paid to appear on the first page of the results. This is one way to get on Google’s first page, but it can be very tricky and costly.
Whenever someone clicks on these sites, the site owners pay Google for that click. The cost varies and depends on the amount of traffic that search term gets, as well as how many sites are competing for these clicks. A click can cost a few cents, or it can cost $20, $40, or even hundreds of dollars.
Competition is fierce, and if you don’t have any experience with keyword research, writing ads, or even know what split testing ads are, then chances are you will throw a lot of money down the drain with no results to show for it. Adwords advertising is an entirely different animal with a steep learning curve. If you don’t have experience with it, then it is something best left to a professional that has Adword marketing experience.
The other highlighted section is the Organic Search Results. These are the websites Google has “selected” as the best sites for that particular search term (of course there is a lot more to it than that, but that is just a simple way to explain it).
These sites are turning up on the first page and enjoying the benefits of page 1 real estate and they aren’t paying a dime to be there. Of course, you don’t just simply show up on the first page–it takes time and money to get there. However, once you rank there, it costs you nothing to stay there. (Again, there is more to it than that, but let’s just leave the details to another post so we don’t go off topic and turn this post into a novel).
Getting back to the Plumbers example, first let’s look at how many people are using this search term to find a local plumber every month:
Here is a infograph that shows the actual value of the traffic the top sites in the results enjoy (remember the search results page slide):
One note–the graph shows the top 3 local sites. There are a few Directory sites that came up, and these are national, “authority” sites. They enjoy national exposure and receive a lot more traffic than the local sites, so their numbers would really skew things.
This traffic value is based on two things: how much traffic these sites receive every month as a result of ranking on page 1, and how much it would cost to pay for this traffic via Adwords.
Take a close look at those numbers. I don’t know what a Plumber in Charleston makes on an average service call, but I recently had to call one and it was $250. So, let’s use some low-end, conservative numbers to get an idea.
First, in the graph above we see that the site in position 3 of Page 1 gets over 10% of the traffic. Let’s just say it gets 10%. The search term (“plumbers Charleston SC”) receives 260 searches a month, so 10% of that would be 26.
Let’s assume that this plumber has a bad website and only converts 10% of that traffic–that is 2.6 people, almost 3. So, based on these numbers, this plumber could see an increase of revenue each month of $500-$750. That may not be that impressive, but imagine if they had a good website and could improve the conversion rate?
Chances are, they could convert 50% of that traffic (or better)–that would mean 13 new customers and a income boost of $3250 a month. (A Charleston SEO services campaign would include an analysis of your current website, and any necessary changes would be made to ensure you can highly convert your newly found traffic)
Now you should be starting to see the real power and value of Page 1 rankings.
If you are a local business owner, you know your numbers, so simply insert them into the formula and you can start to see the value for ranking on Page 1.
Also keep in mind that this is one search term. What if you ranked on the first page for multiple search terms? Now you are starting to understand what “Local Domination” is all about, and how Charleston SEO services can really make a difference to your bottom line.
If you are looking for local SEO services, then don’t hesitate to call me to set up an appointment to learn more. I am about helping local businesses increase their bottom line by creating a custom marketing plan that fits your budget. Carmichael’s Charleston SEO services will help you increase your business and profits.