Part 2 - the numbers.
In the first article, I explained why having a high ranking on Google natural (Organic) search is an extremely effective way to grow your business, regardless of its size or whatever stage of the economic cycle the country is in. In this article, I will talk about the numbers that you need to know in getting an accurate understanding of how this can dramatically affect your business.
As someone who has an A Level in statistics, I know that the larger the sample of data, the more accurate any averages calculated will be. These well-documented figures certainly stand up to scrutiny.
When it comes to your position on Google, we are only concerned with the top 20 positions or the first 2 pages. The percentage of people going beyond page 2 is so small that it is not worth considering.
So, what percentage of people will actually come to your website?
If you are on Page 2 of Google, 1.5% of people searching will visit your website
If you are on Page 1 of Google (positions 3-10), 4.85% of people searching will visit your website
If you are on 2nd on Page 1 of Google, 12.5% of people searching will visit your website
If you are top of Google, 36.4% of people searching will visit your website
Google Analytics tells us that, on average, 6.8% of those who visit your website will actually make an enquiry.
It is probably easier if I put these figures another way:
If you are on Page 2 of Google, it will take 980 people searching for one of your keywords before you get an enquiry.
If you are on Page 1 of Google (positions 3-10), it will take 303 people searching for one of your keywords before you get an enquiry.
If you are on 2nd on Page 1 of Google, it will take 118 people searching for one of your keywords before you get an enquiry.
If you are on Top of Google, it will take 40 people searching for one of your keywords before you get an enquiry.
So, if you want to have, say, 20 new enquiries per month, you will need to be in Google’s top 20 for between 800 and 19600 searches into total.
That is a huge range, so I believe it is better to concentrate on just bring somewhere on Page 1, outside of the top 2 positions. Although many of our clients are in the top 2 positions on Google, it is something that no-one can ever guarantee, so it is better to just work with positions 3-10. With our example of wanting 20 new enquiries, this gives a total volume of 6600 searches per month. So, somehow we have to ensure that 6600 people per month are searching for keywords where we appear on the first page.
Right, even my brain is melting, so I will finish here. In the next Part, I will look at what you can do with these numbers and how choosing your keywords carefully will get the enquiries you are looking for.