Found a very interesting article on why you wouldn’t want your website on Google Search Results Page 1
Reference: http://www.site-reference.com/articles/Search-Engines/Do-You-Really-Want-Your-Site-on-Page-One-of-Google.html

Do you really want your website on page one of Google for your chosen keyword phrase(s)? What do you want your online marketing campaign to accomplish for you?

I asked a potential new SEO Coaching client last week this first question. From my end of the phone call, it sounded as if he almost fell out of his chair!

I followed up by asking him if he could ever think of ANY reason for his website pages NOT to be found on page 1 in the Google SERPs (search engine results pages).

How ’bout you? Can you think of any reasons you’d NOT want your pages to be found for your targeted keyword phrases on page 1?

Keep in mind, I’m talking about your chosen keyword search phrases.

I can think of at least 3 reasons. Maybe you can come up with some of your own.

Is there Commercial Intent?

Let’s say you have not just a page 1 Google result, but you’re actually the first result. Here is an important question for you to ask yourself.

What is the commercial intent of this keyword phrase? Do the words contained in the keyword phrase give any indication of someone getting ready to spend money on a product or service like you offer?

For instance, compare these keyword phrases: Keyword Research, Keyword Research Specialist and Keyword Research Consultant. The latter 2 phrases give an indication of someone who is getting ready to spend money.

You can also Google the Microsoft Commercial Intent Tool and consider its’ results when evaluating your keyword search phrase choices.

If you are targeting a keyword phrase that has questionable commercial intention at best, is there any reason to really be found on page 1? Wouldn’t it be better to target more appropriate phrases instead?

If there’s no commercial intent, how does that help your online marketing?

Can you see where I’m going?

How Much Traffic Really Matters

Now, I’m giving you a choice: you can have a first page result (with commercial intent) and your position number is 4.

Your other choice is a different keyword search phrase with a second page result, position number 12, also with commercial intent.

So, the choice is obvious?

Well, I forgot to give you the rest of the details.

The first page choice has monthly search queries for its’ phrase of 3,240.

The second page result choice has monthly search queries for its’ phrase of 22,167.

Do you still believe that the best choice in this example is the first page result?

According to numbers from Aaron Wall’s site, approximately 6% of search users will click on that number 4 result in Google. That’s 194 visitors in a month.

This is figuring average title and description tags of typical online marketing ability to convert to a click. “Your mileage may vary.”

And for that second choice, the second page result? Over 1% should click on the search result, but let’s use just 1%. That’s 222 visitors per month.

Last time I checked, 222 is more than 194, so the second page result trumps the first page result, because the second page result has much more traffic than can convert to a transaction.

How Many Google AdWords Ads Show for your Chosen Keyword?

If you don’t see many AdWords ads, this should be a warning!

One of 2 problems exist (or both):

1. There isn’t enough traffic for AdWords advertisers to target the phrase.

2. There isn’t commercial viability for the phrase.

Either way, is a first page result going to help you? Probably not.

The Value of a Committed Searcher

Want a recipe to waste your time (or your employees’)?

Get a first page result in Google for your keyword search phrase and place your toll-free phone number in big numbers on the top right of each of your Web pages.

People clicking the first result in the SERPs are often less serious than those who go through the first few results or who continue searching onto the second page.

There may be something to be said for avoiding people who almost randomly click the first result and who may have impulse control “issues”.

Now, if you have a large staff to answer your incoming phone calls AND if your conversion rate from those calls is strong, then the potential problem I described probably isn’t a problem for your business.

On the other hand, if you are a solo professional, this strategy can be hazardous!

How are you going to perform your paid work when you get “Internet lookiloos” asking you questions they could get answered, if they would simply read a few words on your website?

Are these the best potential clients for your services or products and the best use of your time?

A second page result could bring you more serious potential customers, people who might be more likely to actually READ your website content, understand your products or services better and who might be more likely to convert to a transaction.

It’s sure something to think about.

Don’t get me wrong. I’m not against first page rankings for your online marketing. I’m just for thinking a little further down the road than JUST first page rankings.

Advantages of eCommerce

Ever since economic downturn set in last year, costs have been rising and consumer spending falling at an appalling rate. However, one industry has been seeing certain amount of growth, even during times of recession, is the eCommerce Industry! In a way it was the economic downturn that fuelled the growth of online trading and transactions. With consumers wanting to make as much savings as possible, the benefits of investing in eCommerce is continually being realized by traditional marketers and increasingly being taken advantage of.

Below are listed a few obvious benefits one can expect to gain from investing in eCommerce facilities:

(a) Minimal Setup Cost – Setting up a brick and mortar store involves much higher costs than launching a website to trade on the World Wide Web! In introducing an online store, your major investment would include getting your website designed from a professional, acquiring a license, one-time cost for hosting your site on the web and an annual fee for retaining your domain name. Sometimes the cost of putting together an eCommerce business can cost only a fraction of the amount you would spend in opening a new store on the high-street!

(b) Low Cost of Maintenance – If you are store owner, you are definitely aware of the time and money that you invest in the upkeep of your physical store. From having to clean and arrange it every morning, to hiring salesmen/women, maintaining a cash register, to paying monthly rent for the shop, the costs only seem to rise. Indulging in eCommerce not only helps reduce cost overheads but also assist in better utilization of one’s time and effort.

(c) No Geographical Boundary – The internet is a genius. If you have a website selling or trading certain products, you do not have to be bound by boundaries. If your product has global appeal, you are looking at potential customers across continents and that cannot be matched up to by a brick-n-mortar store! eCommerce, if and when correctly used, has the capability of increasing your market potential by unimaginable degrees.

(d) No Employee Issues – With an online store in tow, you are your own boss. To look after the daily working of your store, you only need to make sure your website looks fine, is accessible and that the product stock is updated. When you do receive orders, the same can be processed with temporary hired help. With no employees to worry about, you may be able to better concentrate on how to popularize your store or want to invest in giving it a face lift instead.

(e) Operational 24/7 – One of the biggest advantages of eCommerce is that it provides for online access at all times of the day and night. You do have to worry about getting out of bed at 6 am to get to your store and open it for the public in time. Your customer may as well spend time browsing your store and shopping when you are asleep at night.

(f) Speed – Electronic communications allow messages to navigate the world almost immediately. The need to wait weeks for a catalogue to arrive by post is eliminated. Such communication delay is not a part of the world of Internet marketing or eCommerce.

(g) Reduced Marketing Cost – Designing marketing material online and emailing it to potential customers is much more cost effective way of advertising than having to print a billboard or produce a television commercial. This is especially useful for those with small businesses who wish to make maximum profit out of their eCommerce venture.

(h) Customer Database – One of the major benefits of an eCommerce store is that it gives your access to massive amounts of customer information that may be useful for future. With potential customers’ email address in your database for instance, you may be able to send them marketing material on a regular basis, thus helping popularise your online store and keeping it at the top-of-the-mind recall.

The concept of eCommerce is growing by leaps and bounds and for the right reasons too. It offers customers what they value the most – convenience – at their fingertips!

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