The role of search engines is to return quality information to internet users when they perform a search.
Internet users perform various searches. Whether they want to get information, purchase products or services, they will look at the sites ranked on the first page of search engine results.
Ranking a website on the first page of Google results will always generate a large number of leads that translate into sales and profit.
Is there a difference between a site ranked on the first page of Google and another ranked on page 2?
Of course! The one on the first page registers targeted organic visits, while the site on page 2 remains at the same level of traffic and conversion, with no online evolution.
Ranking a site on the first page of Google and gaining organic (qualified) traffic from search engines are excellent sources of business.
All internet users who search for a certain term (according to the search need), will find the site listed on the first page, will click on it and will also perform an action, a conversion (subscribe to a database, to a newsletter or place an order).
What we need to remember is that a potential customer will not order a product/service as soon as they interact with a website. The user needs to visit a website on average 5-7 times to order a product or service (the better the ranking and web awareness, the higher the chances of conversion).
Top positions in Google results are achieved through SEO (search engine optimization)
SEO is an essential component of any digital marketing strategy.
An optimisation protocol consists of: understanding the search behaviour according to the type of customers targeted; developing the key phrases strategy and their distribution on the site by identifying the optimal landing pages; on-site auditing to identify and eliminate all blocking factors; customising the SEO field values (meta title and meta description) for each page on the site; analysing the profile of external links (backlinks); definition of backlink strategy and its implementation actions (writing press releases, advertising articles, etc.); analysis of main competitors; creation and implementation of content strategies; online PR (online reputation management actions); improvement of user experience with the website (specific UX improvement actions); interpretation of data collected in Google Webmaster Tools and Google Analytics accounts.
By following the SEO actions listed above, any website, regardless of the specific activity, will benefit from an optimal ranking on the first page of Google results.
Things to check if a website is not in Google’s TOP 10
The mandatory elements to analyze, in the case of a site on page 2 of Google, which does not increase in visibility, are: site performance testing, information structure, navigation structure, compliance with W3C norms (HTML and CSS), domain name and its subdomains, the type of redirects used (301 redirect, 302 redirect), 404 errors (“orphan” pages); indexing (crawl) and canonization problems; loading time and server errors; internal link structure (internal linking); metatag values (title, description, others); content (including if there is duplicate content); mobile-friendly site; localized optimization (local SEO). It is recommended that at least once every three months a seo audit of the site is carried out to identify possible weak points and carry out actions to transform them from disadvantages into advantages.