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While not jumping on the "Damn we need to make major changes to get back in the top 10" I left Google to its own devices and langiushed in 12th, 11th, 15th etc over a couple of weeks.
We have just returned to top 6 so we are happy, although while we were on the second page our conversions increased up by 0.7% (based across average visitor numbers just breaking a 1000 daily..)
Begs the question, is number 1 always going to bring better sales? not knowing our competitor sale figures and as they are a US based company and we are UK they would be quite a difference in figures.
Im starting to think top of the 2nd page seems to be a ideal place to aim for, and i think we have a better chance at this knowing the man and number 1 has his fingers in all the SEO's pies so is it a futile attempt to gain on him..
Your comments, experiences..
Begs the question, is number 1 always going to bring better sales?
Typically yes. That is the goal of just about everyone visiting here, to be number one. But, if that number one spot is just too difficult to acquire, then I'll settle for...
2, 3, 4, 5
11, 12, 13, 14, 15
21, 22, 23, 24, 25
I've found those positions above the fold (ATF) produce a higher return than those below the fold (BTF).
Position number 11 tends to be more lucrative than position number 10. Position number 10 can sometimes be more lucrative than position number 5.
A shift from number 4 to number 3 can sometimes bring a dramatic increase in visitors. A shift from number 7 to 10 can also do the same.
We were still seeing visitors from the Serps, gets me thinking, do surfers now give less attention to the big cheese and number 1 and go for the little man at the lower positions..
I feel we got more kudos in the visitors eye for a lower positon, this in effect closed the deal with many of them looking for our 'widget' but then again, it just may have been everyone got paid at the begining of the week!
Time to attack Position 11..
Regarding the post above, in our business there is big differences in price so even if a customer sees us first and moves on they will often come back.
That can make it hard to draw any reliable correlations between rank and conversion statistics.
When I'm setting up PPC campaigns, I often find that position #3 or #4 has the best ROI. However, for free traffic I'll simply aim as high as I can. If the percentage of conversions happens to be a bit lower, more traffic usually makes up for it.
Say I have a number 3 ranking and get a good conversion ratio. The serps update and I am now number 1, but the new number 2 and 3 have very well targeted titles and offer a similar product to me at a cheaper price. People are clicking not only my page but number 2 and 3 as well and thus choosing the best price / product.
When you look to buy something online, how often do you look at one price / product?
Alternatively if i am number 1 and the other top ten results satisfy the surf better than my site then i will have a low conversion. An update that moves me to position 6 may move the other valid results lower and thus my conversion rate increases.