The Benefits of SEO: Why Ranking on the First SERP is So Important
Websites that enjoy high rankings from search engines enjoy the benefits of SEO. Internet users often believe that these results on the first Search Engine Result Page, or SERP, must be the best websites available that match their search. While in some cases this is true, usually websites have a high SERP ranking due to the skilled implementation of an important web marketing technique known as SEO, or Search Engine Optimization.
What Is SEO?
Search Engine Optimization, or SEO, is the process of improving the ranking of a website on a search engine by using natural (also known as organic) methods vs. paid advertising. Although the actual method that big search engines like Google use to calculate webpage ranking is a top-secret affair, Internet experts agree that there are many elements involved in page ranking that remain unchanged over time, such as updating content regularly.
Websites that have high page one rankings on search engine results reap the many benefits of SEO, including dramatically increased site traffic in comparison with a page two or three SERP placement.
The Benefits of SEO
Typical search engine users will navigate to one of the websites listed on the first SERP because they perceive high SEO rankings as a strong indication that the websites listed first are the best ones available. Website owners benefit from high rankings SERP’s because this leads to more website traffic and greater revenue from ads on their website.
According to our own Organic CTR Curve study conducted here at Optify in December 2010, the top three natural (unpaid) positions on page one of Google search results receive 58.4 percent of all user visits, or clicks. The overall average click-thru results (also known as CTR) for websites on the first Google SERP is 8.9 percent. For websites that appear on the second Google SERP, the number of web users who actually visit one of these websites drops to only 1.5 percent.
How Do Websites Achieve A High Search Engine Ranking?
Search engine optimization experts agree that certain durable elements of SEO exist that website owners can use to consistently achieve improved search engine rankings. These are the tried-and-true methods of website development that search engines like Google have always responded favorably to, including:
- Creating a target keyword list, and using it throughout the website.
- Making the website compatible with new browsers and mobile web technology.
- Using different ways to communicate information, including blogs, videos and images on a website.
- Adding fresh, high-quality content to a website on a regular basis.
- Having a website with good usability, including easy navigation and quick load times.
- Connecting to website users through social media outlets, and linking these to the website.
For website owners looking to achieve a page one SERP, it is important to execute an SEO campaign that comprehensively addresses all the elements of search engine optimization. Sometimes website owners flood their site with multiple blog posts each day, or create dozens of videos in hopes of reaping the benefits of SEO. While these techniques are part of SEO, used incorrectly they can actually diminish a website’s search engine ranking.
The reasons to achieve a page one SERP ranking are clear; over half of all search engine users visit one of the top three listings on page one of a SERP.
