One of the key rules of business is that your potential customers need to be able to find you, otherwise your chance of getting new custom is next to non-existent.
With so much business now being done on-line, the good location and the eye-catching shop front have been replaced with well-placed links and tantalising copy, leading customers away from search pages and straight onto your website.
Bearing this in mind, it’s no surprise that Google can play a huge part in the success – or failure – of any business, no matter what it is you’re trying to sell.
Why you need your Business to be on top of Google Search Results
Some studies have shown that the top result in Google for a specific search term can send more than 30% of customers to the very first company at the top of the first page of results. And the result just below it gets just under 20% of the custom.
With such a huge portion of business going to the top search result, and with such a big gap between the top result and the result immediately below it, you can imagine how tiny a portion of custom goes to those businesses that don’t even make it to the first page. Less than 5% of people go beyond the first page to find what they’re looking for, so you should be aiming to be as high up as you can get.
The big takeaway here is that you need to be thinking about your search rankings unless you want to get left behind. You might have enough business right now, but you need to make sure new customers can always find you, otherwise you could find yourself in a very vulnerable position and entirely reliant on word of mouth in the future.
What is Google SEO?
SEO – or search engine optimisation – is the art and science of getting your business to pop up in Google in the right place, at the right time, and in front of the right people. Using a combination of data and intuition, you can come up with a unique formula that works for your business.
There are good and bad SEO services out there – the bad ones will offer a cookie-cutter solution to lots of businesses which results in them all competing even more heavily with each other for the same generic top spots or most likely encourage Google to penalise their site. The good ones, however, will know how to assess the market and reach the people who are definitely looking for exactly the products or services you’re offering.
One of the ways good SEO differs from bad SEO is in taking into account the language your potential clients are using when they’re looking for the products and services they need. If you sell a very specific make and model of product which is available to consumers, then of course you’ll want to rank highly in Google when someone searches for your product by name.
But you also need to think about those potential customers of yours who might not know the make and model of the product you sell, they only know what problem they want to solve with it, or what need they’re trying to fulfil by finding it.
Being able to work out the right search terms to catch all the phrases these potential customers are using will give you double the potential customer base. For a start, you can reach everyone who is informed enough to search for the make and model of product by name. Secondly, you can catch anyone who doesn’t know the make or model, but does know what they want the product to do, or what problem they want it to solve.
This is why SEO is as much of an art as it is a science. If you can think the same way your customers think (the art) and then use data and technical tools to turn that information into an SEO strategy (the science) you can make your way to the top of Google and leave your competitors behind.
Now over to you. How Google affected your business and what you did about it? please share your experiences in the comments box below.