You worked hard with your designer to build a beautiful and functional website for your business. But you are somewhat disappointed because it doesn’t deliver the results that you were expecting. The chances are that it is not ranking high on the Search Engine Results Pages (SERPs) and that it needs a little push. That’s where our company EightSeals can come in to help.
Search engine optimization, or SEO in its short form, is one of the most powerful online marketing tools. It will draw a sustainable flow of targeted traffic to your website and enable you to grow your brand.
Why should you care about your online presence, anyway?
Most consumers today leverage the power of the internet to do their shopping. Even those who do not eventually buy their products and services online will do some online research before committing. According to MineWhat, 4 out of 5 consumers do some online research before buying. And the number 1 method for doing our research online is via a search engine, followed by product reviews written by consumers.
In other words, even if you don’t sell online, you need to make sure that your audience can find you online. Else you are potentially missing out on as much as 80% of business.
Where should your business be on the SERPs?
Since Google has the biggest market share, you will want your business listed on its SERPs. It is where you will get the most exposure. Google is also, in our opinion, the search engine that delivers the most relevant results consistently.
According to a Chitika study, the top listing on a page gets 33% of the traffic from that page, the second 18%, and the third 11.4%. Things only go downhill from there. The 10th listing gets only 2.4%.
Page 1 of the search results gets 92% of the search traffic, page 2 gets 4.8%, and page 3 gets 1.1%.
What these numbers clearly show is that, if you are not on the first page(s) of Google, you are missing out on a lot of prospects. They also show that the higher you get on the page, the more targeted traffic you get. And from one rank to the previous, the difference is significant.
How do you get your business on the SERPs?
When you look at a search engine results page, you see:
– ads, which you can readily recognize (the word “Ad” being prominent in the listing),
– a map, with a small number of businesses, generally 3, listed on it and immediately below it (on page 1 only),
– ten “organic” listings.
Note that not all pages have all of the above.
If your search does not include the name of a place, a city, for example, there will be no map. In some cases, even if the search includes a location, there may be no map.
There may also be no ads. It is scarce, but it can happen.
What you will almost always have, however, is the organic listings.
One way to get your business readily listed on the SERPs is to pay for an ad. This option can be appealing, as you can get an ad approved and published within days.
Many digital agencies in Ottawa can help you with your ad campaigns if that is something that you want to do. But you need to know that, according to Nielsen, only 6% of people pay attention to the ads. Also, an ad will only be displayed while you have an active paying campaign running. In other words, once you stop paying, you no longer have ads. And if that is your only source of traffic, that means you no longer have traffic.
While you can – and have to – pay for an ad, you cannot pay to be listed on the map or in the organic results. You have to “earn” your position on either.
But we do not recommend that you aim to “rank” on the map, per se, and working toward that goal is not a service that we offer. Many companies provide this service in the National Capital Region, though. So you will have no problem getting help doing it if you want.
That brings us to the organic listings. How do you get your website listed there? Simply put, a) by letting the search engines understand what your site is about and b) by proving to them that it is more relevant than the others.
Google is famous because it delivers consistent results and because it makes sure that the users enjoy their experience on the websites it returns. Ranking on page 1 of its SERPs will bring your business a tremendous exposure, and a well-led SEO campaign will get you there. It will give you lasting results, but it will require patience as it usually takes several months to unleash its power.
If you want to experience the power of ranking on page 1 for your keywords, EightSeals can be your Ottawa SEO. Contact us today for a no obligation assessment.