The Value Of Keyword Research And Search Positions In Internet Marketing

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Many companies want position 1 in Google, the idea being that the number 1 spot will drive lots of traffic; but how true is that? Is it company ego, the kudos of being top dog, or are there real benefits to being listed as number 1 for a particular keyword?

Search engines like Google use keywords as the basis for their website indexing system. When each new blog entry, article or web page is indexed by Google, the search engine algorithm detects keyword phrases in an attempt to determine the topic of the blog or website content. When a web surfer enters a search term in the Google search engine, Google searches its database of indexed web pages looking for articles with keywords that match the search term.

An analytics company, recently conducted research on clicks vs. positioning in search engines, and the results make interesting reading.

The difference between position 2 and 1 on average can result in DOUBLE search click for a specific search term. This could represent an increase of 50% in your traffic for that ONE keyword.  Of course, no one can guarantee number 1 positions, but ideally that is the spot to aim for.  A lot depends on your site – fresh content, links and having the right company working for you.

It states with their analysis what we have always surmised, “The biggest jump, percentage-wise, is from the top of page 2 to the bottom of page 1.  Going from the 11thspot to 10th sees a 143% jump in traffic.” So being listed on page 1 has a massive impact.  In fact every position you rise higher has a higher click through rate once you are on page 1.

“As you go up the top page, the raw jumps get bigger and bigger, culminating in that desired top position.” – which is the type of activity and movement any business will want to see.

So, if you are page 1 – positioning will have an impact for you, and improvement through structured and professional search optimization will have a direct impact on your business. Whether you are a service or e-commerce business, more traffic is essential, to not only survive but to thrive.

Remember, keyword research is critical. Getting the right terms is part of the initial analysis and a professional SEO company will run detailed research to enable you to make an informed decision about where you want to focus your efforts.

When carrying out keyword research, there are a number of tools that can help you in your search. Before using any keyword tool, you need to compile a list of keywords which you feel are most relevant to your site and will provide you with page one results. It is good to use a mix of short-tail and long-tail keywords (3 to 4 words or more), as these will give you the best results in the long run.

All keyword suggestion tools, wonder wheels, insights, and the rest are purely good for trending information and relationships. Specific hard numbers should never be used for any statistical probability analysis in regard to how many visits you expect.


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