Where does your website rank in Google’s search results for its target keywords? If it’s several pages deep, conventional wisdom should lead you to believe that it won’t be getting many visitors.
Search Ranking and Traffic
According to a recent study conducted by the marketing firm Chitka, websites in the #1 position on Google search receive 32% traffic share for the respective keyword, while websites in the #2 position receive 16.6%, and websites in the #3 position receive just 11.4%. What’s interesting, however, is just how fast the traffic share declines past the top 1-3 positions. When you go down to the #9 position, which is still on the first page by the way, websites here receive just 2.6% traffic share for the respective keyword.
“While being the number one result on a Google search results page is obviously important, these numbers show just how big of an advantage websites of this type have over any competitors listed below them. The importance of SEO for online business is seemingly quantified by these latest statistics, which, judging by their similarity to those observed as part of the study, are not likely to change significantly in the near future,” said Chitka in response to this study.
More Conversions
Because high-ranking websites receive more traffic, they’ll naturally produce more conversions as well. With a greater number of people visiting your website, there’s more opportunity for sales to occur. Whether your website sells a product, service, or just attracts leads, ranking high in the search results will yield more conversions. It’s just that simple.
Greater Brand Recognition
One of the lesser-known benefits of a high search ranking is greater brand recognition. Even if users don’t click on your site’s search listing, they’ll still see your website listed in the search results. Over time, this leads to increased brand recognition, as users begin to associate your business’s name with the products and/or services that it offers.
High-Ranking Websites are More Trustworthy
But search ranking affects more than just traffic; it also affects the website’s “trust.” Users are more likely to trust a website that ranks high in Google than a website that ranks low (or not at all). If Google grants a website a top rank for its target keyword, it’s a signal of trustworthiness that follows to the end user. Therefore, you can gain the trust of your audience by optimizing your website for higher search rankings.
Of course, these are just a few of the many reasons why you should optimize your website for a higher search ranking. Whether you operate a local Denver-based business or an international business, search engine optimization (SEO) should be an integral component of your marketing strategy. It will attract more visitors, boost your sales/conversions, establish greater brand recognition, and make your business more trustworthy.
