Today more than ever, Google is the all powerful. It crawls the web, determining which pages are the most useful and relevant for its users—for virtually any topic. We don’t just trust Google’s results, we rely on them, to make decisions throughout the day for many aspects of our lives. With such immense power and influence, getting your small business on the first page of Google might seem impossible, or way out of your league. However, it this very power that Google holds that makes it more possible than ever to get on the first page of Google results.
Even still, knowing that you can improve your rank on Google doesn’t convince you that you should. Just what is so important about the first page of Google? In this post we’ll talk about 6 benefits of increasing your rank on search engine results pages.
1. Puts Your Business in Front of New Customers
Being on the first page of Google is important because it puts your business in front of new customers. For example, let’s say you have a brick and mortar location. If you had the choice between putting your business on the main road that goes through town, or a side street that gets almost no traffic, which one would you choose? The main road of course. Because more people who see your business means more people who can become customers or recommend it to others.
Well, Google gets 167 billion searches per month. So, getting on the first page of Google is like planting your business on the busiest road in town. A very, very large town.
2. Increases Your Online Visibility
Now, what if you had to choose between the main street of a town of just anyone, or the main street of a town full of people who want and need your business? You’d choose the town full of potential customers!
Not only are so many people online today, they are using the internet for purchasing decisions. In fact, 81% of shoppers conduct online research before buying. With reviews, maps, ratings, and descriptions, Google’s search engine results page alone provides a plethora of information—before a user even clicks on a result!
Whether a person clicks on your website or not, being on the first page of Google is important because it puts your business in front of people searching for it. It is like having your business on the busiest street of a town filled with likely customers.
3. Increases Traffic to Your Website
While a search engine results page itself can sometimes supply all the information a person needs, most of the time they are looking to click. One of the main reasons people go on Google is because they are either looking for the answer to a question that is important to them, looking for information to help them do something, or looking for a service that can do it for them. Google’s first page yields about 10 results, and given that 91% of users never even go to the second page, it would appear as though these 10 results are enough.
Not only does being on the first page of Google drastically increase traffic to your website; not being on the first page of Google has a huge disadvantage. In fact, the first page of Google captures at least 71% of web traffic (some sources say up to 92%), and the second page is far from a close second: It drops to 6% of website clicks. This steep decline in web traffic is an indicator of just how important the first page of Google is.
4. Increases Your Industry Expertise
Getting on the first page of Google requires you to increase the quantity and quality of your content. Of course it takes time to build up a store of content, and for Google to recognize that you are satisfying the needs of the people searching for your information. However, the increased traffic from ranking higher on Google is well worth the investment and the wait. In addition, writing regularly about your industry and business will require you to stay in tune to what your target audience wants to know, and about the latest in your industry. Appearing on the first page of Google is important because it facilitates the development and maintenance of a robust knowledge base upon which your business can firmly stand.
5. Earns You Trust
One of the most important benefits of being on the first page of Google is that it earns you trust. First of all, Google is a widely used, highly trusted platform that people trust and rely on. Being on the first page of Google is like telling people that you have Google’s approval. If people trust Google, and Google approves of you, people will be more likely to trust you.
The trust that people have for the first page results of their search is more about Google than it is about your business. This is because many people don’t realize the time and effort that goes into achieving this rank. However, you do! So while people may not understand exactly why it is that being on the first page of Google makes them trust you more, you can rest assured that the trust is warranted.
There are no shortcuts to improving your rank on Google. It is a long term process of providing accurate and consistent information that facilitates a positive user experience and meets searchers’ expectations. Being on the first page of Google is important because shows that you are committed to serving your target audience’s needs and can stick with long term goals. Even if only you know that, your confidence will shine through in your service.
6. Increases Engagement
As mentioned above, improving your rank on Google requires content, and a lot of it. With more content, you have more material for promoting your business. You can share links to blog posts and pages on your social media and email channels. You can also take small snippets from larger publications to make bite sized social media posts. You could even take information from blog posts and use them for printed flyers and other offline marketing strategies.
In your efforts to get on the first page of Google where people will discover you more frequently, your increase in content means an increase in opportunities to engage with your target audience—such as through social media and email. The more you can engage with your target audience, the further you can strengthen your connection to them, stay top of mind, and be the one to meet their needs.
Getting on the first page of Google, or even just improving your ranking, is very doable, even for small businesses. It takes work and time, but it is one of the most important things you can do for your business.