SEO Bootcamp Part 22
Welcome back skidmark! I sincerely hope that you have been applying the social search lessons learned in SEO Bootcamp Part 21 or I will be extremely upset with you Private Pyle. And when I get upset, bad things can happen to you numb-nuts.
In any case, enough about social search for now. The next phase of your marketing warfare training takes us into the realm of Search Engine Results Pages (SERP) and drastically improving your Click-Through Rate (CTR).
No need to start sweating bullets buttercup, this ain’t rocket science that I’m talking about. Besides, I’m not so sure anyone would really want to trust you with a bottle-rocket in the first place!
Search Ranking Mythology
Historically, SEO has been all about obtaining the Holy Grail – top ranking on the first page of SERP. Marketers have been spending a lot of time searching for Google Unicorns, Yahoo Faeries and other black magic, voodoo or some other techno-hippy happy horse-[expletive deleted] to skate their way to the top of SERP. Their relentless pursuit of ranking alone has ignored the reality of the changes in search engine results.
While you do want to work your way up there to the top in SERP, you need to also understand that there is more to it than simply ranking higher.
Higher SERP ranking leads to more clicks and visits to your website. This search traffic is highly valuable because it comes from people that are highly interested in your products or services – after all, they just found you by searching for something that you offer. This is more valuable than a Google Unicorn any day of the week since people search when they are ready to do something… like give you money.
Focus on Ranking CTR
These days, search engine results display much more than a list of ten blue links in order of ranking. Searches now return results with images, videos, dates, meta information and even social media information (i.e. Social Search). All this additional information is to help the reader make a more informed decision.
Ranking #1 years ago meant that you garnered as much as 40% of the web traffic generated by search results. Today that percentage has fallen to less than 20%! Coincidentally, results in lower positions have gained more CTR because of the very reasons listed above. And that is why I have been beating it into that thick skull of yours; focus on creating good content that people want to read, the rest will pretty much fall into place on its own!
Be back here next time to learn more about Ranking CTR in SEO Bootcamp Part 23 and be sure to share this with your friends maggot!