Search engine optimization crucial to producing sales | submitted by Adam Perkins

Search engine optimization is one of those activities that’s “make or break” for a website and small business. Without proper SEO, your website may not appear on the top 100 results pages. In fact, if your website isn’t on the first page, chances are you are getting close to no targeted traffic. Your competitors are getting your most profitable customers.

Search engine optimization, or SEO, is the process of optimizing a website in order to achieve a higher rank in all types of search engines without paying Google directly. Alternatives to organic SEO include PPC campaigns (pay per click) and other types of impression-based advertisements.

Why spend thousands of dollars on a website without planning on using it to attract and convert online customers? When budgeting for website design, make sure to include a line item for initial SEO as well as a monthly SEO effort.

How important is the first page of Google anyhow? According to a study by Chitika, a first-place Google spot receives twice the traffic of the second and about three times the third. The first-place position had a whopping 34% of the clicks, with the second place at 17%, and the third place at 11%. The top three spots account for almost 63% of all traffic. Check out this graph and table for more data.

Description: Google SERP position and its results on your traffic

What does this mean? It means if you are on the second page of Google, you will be receiving very little targeted traffic! Even if your website is under position four, you will still be receiving very little traffic. Traffic doesn’t necessarily directly translate to sales, as your site still needs to convert the folks who show up on your doorstep, but that’s another topic. However, if you have the right website and the right ranking in search engines, imagine what the possibilities are from going from page 3 to Google position No. 1.

Adam Perkins is the founder of Get Known SEO, a Madison-based company that focuses on Small Business SEO and helping local businesses drive more traffic to their websites.

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