hint: let’s discuss the possibilities that number one isn’t the best.
You will hear those that market websites either through Pay-Per-Click (ppc) or organic Search Engine Optimization (SEO) that they obtained number one for a specified keyword on Google’s Search Engine Results Pages (SERP’s) above their competition. Measuring their success because they were able to optimize and meet Google’s criteria perfectly, and beat the algorithm to perfect perfection.
Allow me to ask this bold and thought provoking question, “What did number one actually get you?” Was position 1 the best for your client, their website, or their business overall? Allow me to make a bold statement, having been asked by many of my clients if I could achieve #1 ranking for their specific keyword or phrase. While Position #1 will increase visibility, and that is a good thing for visibilities sake, isn’t the site there to make money?
How are your conversions actually going? Has your website audience actually clicked on your offerings and converted into an online sale or sales? Has your website gotten a Return On Investment (ROI). Have you paid more for advertising for that keyword (which Google isn’t even using any more, but other search engines are, I will cover that in a future blog post). Google’s keyword bid auction AdWord ensures that the more you spend, and the higher you bid, the more likely you are to appear in those higher positions. But it is not guarenteed that you will. And face it, while the mom and pop store struggles to get by, can they really compete with the huge chain selling the same thing? While that local store is selling say broccoli at a reduced rate, wouldn’t the keyword for broccoli be bid up already by the major chain grocery stores? Your bidding, as well at some point helping the mom and pop store compete with a major grocery chain with limitless pockets and wallets, who are paying for the premium positions.
Are you paying too much to compete for those positions? The idea here is to turn a profit, not to turn over your profits.
Just because your ads are not appearing in position #1 doesn’t mean they are not being clicked on, or that potential customers are not coming to your website and considering using your products or services.
Think about it, is Number 1 where your eyes immediately go when pulling up an online search? Mine go between position 3 through position 5. If your ads are in positions 3, 4, or even 5 in a competitive industry, they will be clicked on.
Ultimately it comes down to maintaining a balance and growing profitability. If you bid too much, you lose profitability. The overall goal is that profitability, and not spending it or optimizing your site to reach those high positions, without understanding that your competitor in position 2 – 5 is outperforming you in ranking.
It all comes down to defining the point at which your website will become profitable or not.
If you need help with the profitability factor, and making sure that your ROI is in the positive or at least equal to your advertising expense, let Internet Web Force look at your profitability factor. you can also call us at (317) 804-1761 and one of our professional staff will be glad to assist you.