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It's good to be at the top, right?
There have been a number of stories and studies done showing how you want to be the top result in Google:
Top Google Ranking Captures 18.2% of Clicks [Study] (searchenginewatch.com)
Top Google Result Gets 36.4% of Clicks [Study] (searchenginewatch.com)
Playing Monopoly - The Top Spot in Google (webstix.com)
Basically, the top result on Google gets the most clicks - more than result #2 and so on. That's where you want to be... but for which terms?
Well, you can do some keyword analysis and find out what people are searching for but keep in mind that 20% (or more) of searches being done have never been done before:
Interesting Google mobile search stats (mad4mobilephones.com)
According to Adrian 20 percent of search terms on the mobile (and normal) internet are unique terms that have never been searched for before.
Google: 25% Of Queries Are New & Adding Question Engine (searchengineland.com)
Manber said 20 to 25% of the queries that Google sees today have never seen before. Wow, 25% of the queries people enter into Google today, were not seen before today?
How can you optimize for 20% or more of searches that have not even been searched on before? Well, you can't but you can still rank high for them. The key is content. The more content you have on your site, the more likely you are to rank for these new searches.
What to Keep in Mind When Writing Content
When writing content for these new searches, you have to think like a searcher. From what I've seen, most of these searches are questions. People are asking Google questions quite a bit. It seems that right now, Google isn't set up to translate a question into finding the result that matches that question. I bet they will eventually - they have to working on this already. Until they do (and probably even after they figure that out), you have an opportunity to be the top result.
What I mean is, have content that asks questions and then write the answer:
- How do I get the top result on Google?
- How can I get my website to rank first?
- What do I have to do to get more traffic to my website?
- When will my website rank higher?
Does this look like something familiar? It's basically an FAQ (Frequently Asked Questions) page, right?
People are searching for things online - I'm sure you've heard that before. We all have. Others are browsing - like people on Facebook, Twitter and other social media - they're bored, basically. Which people do you want to come to your website? The people that are searching for something, of course. They're in a problem solving mode. Maybe they need an answer or maybe they're going to buy something they need to solve a problem. This is the place to be.
The more content you have on your website, the bigger the net you have. The bigger the net, the more fish (customers) you get.
The Secret to SEO (Search Engine Optimization)
The secret here is that not everyone knows this. People are kind of lazy (in general). Creating content for a website is seen as boring work for most people - that's why, right now, it's still fairly easy to rank high for search terms. There's still a window - right now- where you can do more than your competition and rank above them. Google likes websites with rich, original content. That's the secret to SEO - oops, did I just give that away for free?
I written a lot about this here on our blog. What I'm adding now is that your FAQs page needs to be not just a page but a small library. You might wonder how big it needs to be. Should it be 10 pages? 50 pages? 100 pages? Well, think big. And don't think that it'll ever be done. Add 3 questions and answers a week. That's 12 a month or 144 pages a year. Do that and you'll have several hundred pages working for you, 24 hours a day in a few years.
So how do you get customers by answering all their questions for free on your website? That's an important question. You want to appear as an expert but still hold some things back in most cases. You also need to sprinkle your articles with calls to action. Let people know that there's more and that they need to contact you or buy your service. Here's an example and the conclusion of this post:
Find out more about a plan to write content for your website. We can discuss this with you so that you can outrank your competition and have your website actually working for you as a tool. Get residual return on your investment with your website.
-Tony :-)
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