Search positioning is founded on the premise of acquiring prime visibility through search engine rankings “above the fold” where viewers can encounter your ranking “without scrolling” to find it. Regardless of whether that search position is from SEO or PPC, search positioning is imperative for reaching your target audience and engaging end users.
The extent of the positioning and the click-through rate that follows is all determined by the range of phrases your content is optimized for. Relevant queries can reach a higher percentage of motivated buyers with less competition or broader more general phrases can be used for branding and reaching a more nebulous type of consumer.
Businesses are aware of the impact of visibility and user engagement and are constantly testing new formulas with keywords, offers and landing pages to find the right balance of traffic and conversion for relevant queries.
Another consideration to keep in mind is that consumers do not care how competitive a keyword is, only the people optimizing those keywords do (as they need to determine how many competitors they have to overcome to get a top ranking).
It doesn’t matter to a consumer or prospects if search engines display results 1 – 10 of 100 for a query or results 1 – 10 of 100,000,000, as long as those results are relative to the query. The likelihood of one of the results getting clicked, investigated, evaluated or dismissed is quite high, depending on the original impulse to search and what is being offered by the pages returned as relevant results.
Search behavior has become savvier over the years and what once may have been considered awkward attempts to find websites has been replaced with laser-like queries using a variety of modifiers, adjectives and descriptive connotations to find exactly what they are seeking.
Research suggests that search behavior from search engine users has evolved from broad match / nebulous one word queries and adapted to a more robust series of keywords (rather 2-3 key phrases per search) to elicit a more definitive result.
Optimizing your content for additional keywords provide you with the ability to encroach on a higher percentage of keyword continuity and search positioning from keyword stemming (from writing with singular, plural, synonyms, modifiers, hyponyms and semantic equivalents). More importantly, you can target multiple keywords while stemming from a tiered root phrase which is the crowning objective of your optimization effort.
It is common to load up a page to tip the scales in your favor when you think about search engine positioning, however that impulse should be suppressed while sticking to a fundamental rule of search engines. That rule is (a) rankings are by the page yet (b) domain authority can augment a page to rank higher with less effort than a page alone simply supported by backlinks.
There are 5 main ingredients that go into create a top ranking search position, but an even more important ingredient for creating a top ranking authority site (content, context and continuity).
1) Relevant title tag and proper usage of the title
2) Enough content to support the main keyword within the title (3-7 times of usage for the keyword or key phrase in exact match or broad match in proximity per 1000 words); or enough topical content on the subject.
3) Strong internal links (whereby all pages that have any related keywords point back to the selected champion page).
4) External links from other sites that pass value, trust and link weight from the same niche or sites with the ability to transcend an industry and pass value to any site (sites over 1MM links, like MSNBC, CNN, Etc.) or other authorities.
5) Time – the basis of all rankings. The more content you have the better, the more it ages the more trust your domain receives (which it can pass on to new content) to acquire a higher search position.
Through successfully managing these five key components of search engine positioning, sky is the limit for devouring market and attention share. The recipe is to (a) conduct keyword research (b) leverage content within a site (c) use the keywords as a blueprint to develop a robust site and (d) test unique offers on pages with traction.
Just like anything, it has its place. Search is great for delivering traffic, but once that traffic arrives, it must convert or that user will simply find a competitor with a better offer to win their business.
First things first, focus on relevance, use crafty click-able titles and optimize each page with a range of related keywords to drive traffic to key landing pages.