How Important Is It To Rank At The Top Of The Search Engines

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I have heard this question a number of times and it always makes me think about it for a second. It seems like it is a very important factor and everyone wants to be at the top of Google or Yahoo, ok and Bing. But for what and why? That is the problem when setting up a marketing plan. A lot of times the best thing to do is to start with some search engine marketing. This way your company can find the best converting keywords out there and then use these as the tools and keywords that need to be optimized for in the natural search.

The reason is because a lot of times what you and your co-workers think is the best keywords for your business might not actually be the best keywords. Sometimes you need to step out of your business to try to see it from an outsiders eyes. How would they find you? A lot of times you want to try to include the keywords that are buying keywords. But how to do you know which ones are the buying keywords? Too many questions?

I know it seems like a lot of info to digest. Let me let you in on a little secret though. Keep this between us and only the people that use the internet. Research your competitors that are getting traffic and see where they show up for their keywords. You can do this by using some free tools such as keywordspy. It will give you just the top keywords but you can dig deeper if you end up paying for it.  What you need to do is type in a competitor in the search bar and it will come back with some of the top keywords they are ranking for and competitors for those keywords.

Once you start to look at this data you will be able to get a better assessment of what keywords your business should go after as well.

Now once you get to the top of the search engines it will still not matter if you don’t know what it is you are trying to achieve.  Maybe you are trying to get more leads or maybe you are trying to get more sales.

What you need to next is to make use of that handy analytics program that Google provides.  Here is how you track your SEO efforts to know what is considered a conversion.

For lead based businesses you will want to pay attention to

1. The number of unique vistors

2. Number of leads (set this up in goals)

3. Your conversion rate

For sales based businesses you will want to pay attention to

1. Number of unique visitors

2. Number of sales (goals)

3. Conversion rate

4. Total Online revenue recieved

5. Page visits

6. Avg Time on the Site

This will help you know if you are actually getting the value out of having a high ranking in the search engines.  Then and only then will you be able to actually appreciate the importance of having a high ranking.

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