When it comes to SEO – everyone wants to be in the number 1 spot. It seems to be what we all strive for – but is it imperative for your business to occupy the top spot?
A few years ago, it made the most sense to be in the number one spot on Google. In 2013, the top position received 33% of all clicks, a huge majority over the other rankings. At the time, the number of clicks per ranking went down in a near-linear fashion towards the bottom, and over 99% of traffic staid on the first page. Now, however; people search differently.
Searchers now know that the first ranking may not always have the best answers, so they’re often checking multiple pages to search for the answer that they’re looking for. In addition to that, Google has been flooding the results page with additional information, often drawing attention away from the top organic ranking. This includes:
- PPC Ads
- Knowledge Graphs
- Social Information
- Featured Snippets
- News Results
- Local Results and Maps
Because of all of this, measuring the success of your SEO campaign off whether or not you occupy the top spot isn’t always the best strategy. What you should instead be focusing on is a steady increase in traffic from organic search both month over month and year over year and measuring the time on site of this traffic and overall bounce rate. If you can set up conversions on your site to monitor leads from organic search it is important as well. What these stats look at is the general quality of the traffic your site is getting. So, if you know that your SEO campaign is growing not only the amount of traffic you’re getting, but also making sure that it is high quality, you know you’re getting good results.