Getting to the top of search engine results pages (SERP) can be a monumental task requiring careful planning, thoughtful writing, in-depth link research and enormous patience. But it can be done! In fact, some businesses spend thousands of dollars on their search engine optimization (SEO) just to get their website “found” at the top of Google.
So let’s say that you have included strong keywords in your title and header, and have strategically peppered them throughout your initial content. You have earned a nice quantity of relevant links and many of them are higher ranked than you are. Everything has come together. You have done your work well and realized your dream of reaching the top of the SERP. What happens now? Do your sales increase and profits soar?
It is possible to become so obsessed with SEO and SERP and everything they require, that you lose sight of the ultimate goal, which is increased sales and greater profits. As someone once said, “The main idea is to keep the main idea the main idea!”
Reaching the top of Google is a noble goal, but it is only half the battle. Reaching the top of Google puts you in front of your target market at a time when they are most likely to buy. The other half of the battle is presenting a website that will make the sale.
Research indicates that once consumers come to your website, you have only a few seconds to capture their attention, deliver your message, and make the sale. Does your website do that?
If you have achieved excellent SERP position, but find yourself thinking, “I thought this would do more to increase sales and profits,” then you need to look at your website. Does your website clearly and succinctly tell visitors:
- Who you are
- What you do
- Why you do it
- How they can benefit from doing business with you
Consumers tend to buy from websites that are attractive, inviting, focused and uncluttered. They prefer websites with clear and easy to follow directions. They are not as enchanted with cute technological tricks are they once were.
If you want to find out how your website measures up to these criteria, ask some people who are not familiar with your business to go to your website and honestly share with you what they think and find. You might be surprised! And you might get some solid ideas on how to make your sales and profit match your SERP.