This is the second in a series of articles by J Keightley who is a professional life coaching specialist and ecommerce business owner of Giggleberries Mens Underwear, which explores what search engine marketing is all about.
Whatever you business you will all want to guarantee that it can be found online, some more so than others and particularly if it is an ecommerce business that sells products or services. For others it may not be so necessary because you run a business that attracts clients by other means and your website simply serves as an online brochure that potential clients that you have already met can visit to learn more about you.
However, it would be fair to guess that for most people it is going to be an important part of their marketing strategy to guarantee that their website can be easily found on the internet and that they are going to want to appear at the top on search engine pages.
During the birth of the internet there were several search engines out there, whose primary concern is to ‘bring relevant information to people that use them to search for something and to ensure that what they search for is as relevant to what they wish to find as possible’. This is an important ethos to remember because it has a significant bearing on what internet marketing strategies we use, which will become clear later on.
As the internet has evolved, searched engines have become more advanced and competitive with one another, so much so that there is now what are considered to be the big four; Google, Yahoo, MSN and Ask. However, throughout these articles I will be discussing internet marketing and SEO strategies that apply generally to Google. The reason for this is that although there are three other search engines, Google accounts for about 85% of searches and thus the remaining 15% is divided between Yahoo, Ask and MSN.
So, focusing on Google, how well do we need to do for us to get listed on google and stand a chance of people visiting our site as a result of it featuring on a Google page? Well, that all depends on how competitive your market is, but it may be worth noting that just over 90% of people searching google do NOT go beyond the first page. That means that if your web site appears on page 2 of Google’s search results then you are only exposing your site to about 10% of people who are searching. This figure drops the further down the listing you go.
The disappointing news is, that whilst about 90% of people searching Google visit sites listed on the first page, a significant number of this 90% only visit the top 4, because to see sites listed below position 4 usually requires the person to scroll down the page.
So, the bottom line is that for Google to work for us as a marketing approach we need to be getting our website positioned on at least page one and ideally in to the top four positions, known in the industry as SERP’s (search engine rank position). There are 10 SERP’s per page and so SERP 11 would be position one at the top of page two on the google search results.
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