People often ask us how important their Google search results are. If you’re concerned about what is showing up on the first and second pages of your Google search results, it is helpful to understand where people are looking and clicking when they search for you.
Why do Search Engine Results Pages (SERP) matter?
Marketers and Search Engine Optimization (SEO) experts have been studying click through rate (CTR) of search engine results pages (SERPs) since as early as 2006. Although the numbers vary slightly, on average, the studies show similar results:
A June 2013 study conducted by Chitika Insights reported that 91.5% of Google traffic stays on the first page, and only 4.8% of users click through to the second page of a search. That means that more than 90% of people never get past the first page.
SEO giant, Moz, conducted their own study in 2014, and found that 71.33% of Google traffic goes to the first 10 search results, and only 3.99% goes to the second page.
Why are organic search results so much more important?
Click-through rates also greatly depend on the link’s position on the first page. Studies since 2006 have consistently shown that the first organic search result (organic meaning not a paid ad) on the first page gets at least 30% of clicks, and the first three search results get between 50-60% of clicks. Organic traffic is incredibly important because it is a targeted search result.
The value of Google search result positions are just like headlines on a newspaper: the first 3-5 results are like the top headlines “above the fold.” The most important articles are placed “above the fold,” since that is what people will always see first.
Overall, searchers also tend to ignore ads, which are placed above and to the right of organic search results. According to Michael Hodgdon of Infront Webworks, 90% of clicks on the first page of Google’s search results are made on organic links, and only 10% go to paid Google ads.
What key factors make a website rank higher on Google?
The primary SEO objective is to be the golden egg – the very first top ranking organic result on Google. There are several key factors that play into the ranking of organic search results, and in order to rank on the first page you have to be SEO strategic.
When it comes to content creation for your website, pay attention to long tail keywords, related search queries and meta descriptions. Hitting the nail on the head when it comes to those three aspects alone will give you a better chance of landing at the top of the heap.
You also want to make sure your content is original and insightful. Organic rankings depend on how good your website is at matching a search query, which is the question a user types into Google. How good your website is at answering that question, is up to Google. Writing your content with SEO in mind will always aim you higher on the totem pole of search engine results.
How can a marketing team help me rank higher?
Our advice: Turn your online image from a liability to an asset by working on both your first page and first 3-5 search results “above the fold”. Our Reputation Management Team will help you build your professional brand with a plan to optimize your search results to make the best first impression to potential clients, colleagues, and contacts.