Conversion Optimization Consultant: Why SERP Rank Matters

Conversion Optimization Consultant Explains SERPs

– Inbound Marketing has been the most cost effective and effective method for engaging potential customers online since 2006.

Before then, the aggressive customer-seeking tactics of ?telemarketing dominated the scene. As a more lucrative way to convert Visitors into Customers, Inbound Marketing starts with attracting Visitors through search engine optimization (SEO).

SEO entails practices that are designed to increase the rank of your business on a search engine results page (SERP), which will increase your overall website conversion?rate.

Conversion Optimization Consultant:?What are SERPs?

The SERP is an important page to monitor to determine the effectiveness of your SEO campaign. After internet users enter the search query, the search engine compiles the results and ranks them in order of relevance to the user’s keywords.?The relevant links are displayed in order on the SERP.

Managing where your business appears on a?SERP is an important task?of a conversion optimization consultant. Your conversion optimization consultant understands the higher rank your business has on a SERP, the better the rate of conversion will be.

Conversion Optimization Consultant: Knowing the Fold

Just like in journalism, the important information needs to be above the fold

The “fold” is the information on a user’s screen that is viewable without the user having to scroll.

Users commonly?read and concentrate on?the information above the “fold,” just as they do while reading the newspaper. As a general practice, the most important information is always presented first in journalism. Just as several newspaper readers never make it to the second page or bottom half of the newspaper, many users never look below the fold.

Conversion Optimization Consultant: The First Page

While there are multiple SERPs (hundreds in some cases!), your potential customer is looking for the most reliable information as quickly as possible.

To achieve this, users will generally click the first link on the first page. Users may even click on the second, third, or fourth link on the first SERP.

According to MarketShareHitLinks, a staggering?75% of users never make it past the first page?of a SERP.

Conversion Optimization Consultant: The Top Links

One of the most important factors of conversion in the SERP is the position of your web page.?The higher your pages rank, the better your chances are at conversion.

In the search engine Google, positions 1, 2, and 3 claimed the lion’s share of traffic with 63% ?clicking on one of the links. At the top, position 1 attracts 43% of the traffic, position 2 attracts 12%, and position 3 attracts 9%. The remaining 37% is split between the remaining links. However, the?benefits of?a conversion optimization consultant only begin with?50% of users click on the first link.

Conversion Optimization Consultant: Organic vs. Non-Organic

The links appearing on a SERP can be either organic or Pay-Per-Click (PPC)?ads.

Simply put, organic links are the links that would naturally appear in accordance to the engine’s algorithm. Pay-Per-Click links generally appear at the top of a SERP above the organic links because the businesses has purchased the keyword from the search engine.

It can appear as if purchasing a PPC would offer?benefits of favorable positioning on a SERP.?However, a staggering percentage?of users (250%) click on the natural or organic listings before they?click on the PPC links.

Learn More About Conversion Optimization

SERPs are just a small, yet important part of Conversion Optimization. For more information on conversion and data analysis, download our free ebook:

Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.