[How important do you think search engine marketing is to your overall marketing success? Here’s some food for thought…a recent study discovered that 92% of all buyers research online first before making a purchase decision.
The study found the following:
– The #1 position got 42.3% of all clickthroughs!
– The #2 position got 11.92% of all clickthroughs””that’s nearly 75% less attention than the top position.
– The #3 placement delivered an 8.44% clickthrough rate, almost a third fewer than the #2 and more than 80% less than the top result.
– The #4 spot gets 6.03%, #5 drops to 4.86%, and #6 has less than a 4% clickthrough rate.
The lesson here is that people trust the search engines to give them results in order of value. Obviously, not every company can afford to be #1 or #2 for every potential key word. The art and science of Search Engine Optimization (SEO) is to identify those search terms that make greatest strategic sense for you, your product(s) and your current marketing campaign.
Try thinking creatively. For example, we have found that optimizing specifically for a campaign can also deliver great results. One of our clients recently occupied the #1 spot (beating out a much larger rival) because we optimized for their marketing campaign, rather than their site as a whole.
This is just one of many creative SEO strategies that you can use to move up the search ladder. Remember to be creative and SEO will deliver big for you.
Until next month…