We have leads come to our agency all the time that say, "I want to get to the top of Google searches." We ask them why and they typically respond with, "I want more leads and sales from the internet." Here's what we need to explain next:
- Being at the top of Google searches typically will increase website traffic, however, this doesn't necessarily mean any increase in website leads or sales. Driving traffic to your website is only the first step of many in a process to gain leads and convert them to customers. Your website must be optimized to convert visitors in all different stages of the sales cycles and then nurture them down the sales funnel into customers and then brand advocates.
- With the changes over the last few years to the web and to the way Google is ranking websites, what you need to do as a business owner or marketer to attract and engaged people and to get to the top of Google has dramatically changed.
These days the ranking high in search is all about providing visitors with outstanding content and a great user experience. This is dramatically different from tactics from the 1990's such as stuffing keywords into your site and gaining thousands of links from any website possible.
Now don't get me wrong, gaining links from external high quality and creditable websites is still very influential to the SEO process, but Google has dramatically shifted towards preferring websites with amazing content and amazing customer experience.
At this point, you may be asking how can you do all of this at your business? The answer is through an integrated and well-targeted Inbound Marketing strategy. Inbound Marketing is a style of marketing philosophy that focuses on attracting people's attention through great content while leveraging an infrastructure and methodology for converting and nurturing leads to customers in a very educational and engaging way. I'd highly suggest watching this free presentation on: "Skyrocket Your Business with Inbound Marketing: a Beginner's Guide".
So please understand that yes, getting to the top of Google searches is very important, however, it's only the first step to a successful internet marketing strategy. And two, the methods used to get to the top of Google searches have dramatically changed and require businesses to focus on amazing content and a great customer experience. If you have questions or comments, please post in the comments below and let's chat.