I don’t often quote “Ricky Bobby,” but in this case…it’s the truth. When I’m talking to clients about search engine strategy, they often ask if being on page one of Google’s results really matters.
It’s difficult to rank on page one. It takes a lot of work and time. So, does it actually mean you’ll attract more prospects?
The data speaks for itself.
Research by Backlinko showed that only .63% of searchers clicked to Google’s second page. Think about how many people use Google every day, multiple times. Less than one percent of them are going beyond page one.
And the number one result on the first page? It gets 27.6% of all clicks.
It’s been said there’s no prize for second place. And there’s no prize for the second page, either. So, your primary focus should be ranking on page one. That doesn’t mean you have to be the first result, but you should be on the page.
So, how do you get there?
Buying or Earning
The two primary ways of landing on page one are buying digital ads or organically ranking.
The Power of Purchasing
Buying your way onto the first page has its perks. You can show up immediately when you buy ads. Earning that spot takes time; buying ads is a way to generate immediate traffic if you’re looking for leads now.
Plus, Google prioritizes paid results over organic search. If you’re paying for it, chances are your ads will reach the top of page one.
Go and Earn It
But, when you earn your spot on page one, it has staying power. Google’s algorithm has identified you as an expert and valuable resource in your target search. So, once you’re listed, you’ll stay there for a while.
Over time, organic search is more cost-effective. You’re not paying ad dollars for clicks or rankings. It also generates better results. People trust organic results more than ads and it converts at a higher rate.
So, What Should You Do?
There’s no perfect answer or single source of truth.
The right strategy is based on your needs, budget, and goals. And it’s likely a blend of paid and organic traffic.
That’s why you need to find a partner who understands your business, your target audience, and can recommend tactics that reach your prospects. If you’re looking for a partner to support your business, reach out. We’ll have a conversation and get to work on a plan tailored for you.
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