What is The Value of Being on Page 1 of Google?

At ConstantPLAN we work with professionals seeking higher search rankings in local markets where they already appear on page 1 in Google.  Frequently we are asked, “what is the value of each position on page 1 of search results? Is it worth the effort to move up on page 1? And, how hard is it to move up?”

Every position in Google search is up for grabs.  The top spots on page 1 change all the time. This is because Google changes its search algorithm frequently, hundreds of times actually.  The value of those top spots make and break online businesses all the time.

Page 1 – 1st Position      32.5% of traffic

Page 1 – 2nd Position    17.6% of traffic

Page 1 – 3rd Position    11.4% of traffic

Page 1 – 4th Position    8.1%   of traffic

Page 1 – 5th Position   6.1%   of traffic

Page 1 – 6th Position    4.4%   of traffic

Page 1 – 7th Position    3.5%   of traffic

Page 1 – 8th Position   3.1%   of traffic

Page 1 – 9th Position    2.6%   of traffic

Beyond Page 1 it really doesn’t matter much.  91.5% of all web searches never click deeper into the search results than Page 1.

Google-Results-Graph-(1)

 

 

 

 

 

 

 

 

 

 

(Google data sourced from Chitika Online Advertising Network)

Let’s suppose for example’s sake that each of the companies in positions 1-9 all sell widget AAA for $100.00.  To make everything else uniform, all of their websites, landing pages, calls-to-action, sign-up forms, etc. are the same.  In a month widget AAA generates 10,000 search results that convert to sales.

Position 1 will generate $325,000 in sales

Position 3, $110,000 in sales

Position 7, $35,000 in sales

Improving the search results in your local area is not just a business imperative but is business survival.

banner-for-local-listings

If rumblings in the SEO community are to be believed, at this moment, organic listings as a whole get more (as many as double) clicks than sponsored ads.  This is sure to change (because Google makes more money from advertising).

Practical Help – Which business descriptor do you want to rank #1 in Google?

Name/Brand:  This is relatively easy.  By participating on social media and using the authority of other sites (such as directories and aggregators to host your NAP records), your company name or brand ranks higher.

Service in a Specific Geography:  This is relatively easy. It is achieved by optimizing the pages of your website (by including geographic mentions in the title, Meta descriptions, and page text), and maintaining a volume of consistent NAP records.

It is very important to remember that ranking is not an exact science.  To get found on page 1 of Google It is a fluid process that has general rules for success.  The SEO community diligently probes the different search engines to test which tools and methods work well, and which techniques have lost their effectiveness.

The numbers suggest it is worth the effort, even if you are already on page 1, to constantly improve your business ranking.

4 Reasons Financial Advisors Need a Digital Marketing Strategy

A digital marketing strategy would, on its face, seem to be a given for any business.  Digital marketing budgets are beginning to approach 50% of many large companies’ entire marketing outlays. 2015 will see digital budgets rise by almost 10%.

Yet, there is a missing link between doing digital marketing and having a plan.

A new report by Smartinsights.com, Managing Digital Marketing 2015, shows that a full 50% of marketers have active digital marketing programs, but no defined strategy at all. And the trend is going the wrong way. The number in 2014 was lower at 46%.

Having a digital marketing strategy as a financial professional is more important than ever.  The forces that compete for attention on a daily, weekly basis are important and all appear to need “put out this fire first” type attention. Developing, converting, and retaining new clients can seem to be a task that can be back-burnered at a moment’s notice.

Digital marketing does have a velocity component to it.

It absolutely operates as a bucket with a hole at the bottom.  To keep the bucket full of new leads, opportunities, and new clients requires that it gets filled regularly. And for a financial advisor, whose time is limited, that means having a plan that can execute routinely and efficiently.

Here are some reasons why:

A written strategy gives you actionable steps and focus

Without a written approach to digital marketing one is left with generalities. “I do email marketing.” Or, “Yeah, I have social media accounts that I post to.” Yet without specific operational goals and outcomes this approach likely leads to disappointment and ultimately abandonment.

Having a written strategy forces a financial advisor to ask the right questions, focus on their target audience and create measurable goals that can be achieved by actionable steps.

It makes strategic decision making easier.

If you’re approach to marketing is fragmented and disorganized , it becomes very difficult to allocate precious marketing dollars to where they will be most effect.

Having a written marketing plan allows not only for easier decision making at the start of each new marketing cycle, but will keep you focused during the year when the temptation to try this new marketing idea, or that new online tool can draw your eye away from executing your strategic plan.

It makes measurement a cinch.

Having measurable goals based upon executable steps allows for measurement.  A good strategic plan forces analytics into the foreground.  Looking at the performance of your marketing operations is nearly impossible to ignore when there is an expectation of ___ number of site visits, ___number of conversions, ___ number of webinar attendees, and ___number of new clients.

Optimization is the net result.  My father used to tell me, “that which is measured improves.  That which is measured and reported improves faster.”   Reviewing your strategy against regular performance numbers benchmarks your activity and makes plain where changes need to be made, resources reallocated, and execution tightened. Enabling a good measurement system allows you to effectively see what’s working and what  isn’t, and make the necessary changes.

Progress not perfection.

It does not need to be complicated. Begin writing your digital marketing strategy with one page where you describe your goals, actionable steps and KPIs. Review your strategy once a month and you will find that the document naturally begins to pull in more and more aspects of your digital marketing strategies.

 

Social Media Mistakes Made by Business Professionals

Writing media content for a blog, Facebook post, or crafting clever tweets that cause a prospective client to reach out to you can be a difficult task. One needs to account for the tone, timing, and an effective call-to-action. Yet, most professionals report that the effectiveness of their social media campaigns is difficult to measure at best and non-effective at worst. Why are so many experiencing negative results?  To Continue Reading Click Here